The Project
The Yarns Men has a mission: get blokes talking. Real talk. No fluff. They came to us looking for an idea, just something to get the convo started. What they got was a beautiful campaign. And an ice cream.
In New Zealand, DIY isn’t a hobby. It’s a lifestyle. And no one does it better than Mitre10, the name practically tattooed on every Kiwi shed wall.
The Scoop
But, even Mitre10 - the masters of DIY - know there are some things you just can’t do yourself. Like checking in on a mate. Starting a tough conversation. Or having a yarn when it really matters. That was our hook: “There are things you can’t DIY.” We pitched the idea to Mitre10 and the rest? History.
Together, we kicked off a campaign built on connection. We started with at event hosted by Mitre10 Ferrymead, where a bunch of legends gathered to share honest, powerful stories about mental health, mateship and what it really means to show up. Just straight-up human connection.
