The brief, from pharmaceutical company Janssen-Cilag, was to promote their latest product with a direct promotion campaign to clinical practices. The campaign was rolled out via their extensive sales network using a detailer to illustrate Daktagold's unique benefits. Most of the budget was spent through this traditional medium, but was supported by trade press ads and an exhibition stand at the yearly trade show in Auckland. Sport and sporting heroes are, particularly All Blacks, are used to promote goods and services throughout New Zealand and we managed to retain the services of the current hero, Jeff Wilson, also popularly known as ‘Goldie’ to become the face of Daktagold.