Hello, I’m Ezra. Senior Copywriter. Serial obsessor over absurd things.

Here are some of my favourite things I've obsessed over in the past 10 years.

It’s Wattie’s You Need
Data  Piñata
The Comedy Treatment
The Kiwi Chronicles
Carls Jr Doesn’t Do Subtle
A Fresh Perspective
Bad Gifts For Good
Supreme Noel-ledge
The Thirteen Month Calendar
Hey Small Spender
Auckland Forever
Phone Lullabies


CV

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Data Piñata
2degrees / Telecommunications
Mobile Game/OOH/Social/AV


Role: Concept, campaign development, scripts, character names and bios


Turning a standard mobile data giveaway into a country-wide smash-a-thon

The Data Piñata Armada was a mobile experience that made getting free mobile data just as fun as using it, by encouraging people to find, smash and collect unique digital piñatas.

Customers hunted AR piñatas that appeared based on location, weather and time of day. Smash all 23 to win unlimited data.

The game took on a life of its own, with plushies, fan-made reddit pages and 1 in 5 New Zealanders joining the hunt.  






The Launch FIlm


Piñata Showcase
Gameplay   
   



The Follow Up
After the smashing results, we brought it back even whackier the following year.  
Letting people create their own piñata, collect bespoke armour for them, and battle against their mates for data.
There were over 60 different pieces of armour to collect every day, to give your piñata a better chance of winning some sweet data.













Credits
AD Mark Cameron
CCO Shane Bradnick
3D Blair Walker, Arkadi Kravtchouk, Jeorg Fuchs

Results
9.4 million plays
540,000 customers converted
12,000 days worth of data given away

Recognition
Webby Awards: Advertising Game or App 2026 Honour Roll
Bestadsontv.com: Top 5 Interactive Campaigns 2024
AXIS Awards: Silver Digital Copywriting
AXIS Awards: Bronze Direct Campaign
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