When you’re known for keeping things natural, people might just take you literally. Goldpine has always stood for natural products – a value held close by the farmers who use them every day. So for their latest campaign, we took that idea and ran with it… right through the paddock.
The Natural Choice is a cheeky take on what it means to “go natural,” built on the rural in-joke that every farming community has that one neighbour who’s just a little too committed to the cause. The result? A campaign that’s proudly Kiwi, a bit irreverent, and completely true to Goldpine’s roots. At the heart of the work is a hero TVC, backed by print and outdoor that brings the same humour and charm to life across regional New Zealand. Shot by director Laura Sargisson and DOP Mason Bennett, with stills by photographer Sam Collins, the campaign taps into a tone that’s both familiar and unexpected – standing out in a category that often plays it safe. This isn’t a brand trying to be something it’s not. Goldpine knows its audience. After nearly 50 years in the industry, they’re not here to polish up and go corporate – they’re here to be practical, honest, and a little bit bold. Turns out, when it comes to timber, you don’t have to strip back everything. Just the marketing.
