Believe It Or Not is one of New Zealand's most popular quizzes, featured on-air as an interstitial and played in person in pubs nationwide. The media campaign however was in dire need of a change as it hadn't been updated for over 11 years . To combat the lackluster campaign, I was brought on to create something fresh to draw in newer crowds.

The task was to create a fresh, new,  appealing Nationwide campaign for the popular pub quiz. However, the only footage available was of a recent pub quiz. With limited resources, I decided to focus on the script, thinking of ways to appeal to the broad demographic of quizzers. The solution was to balance humour with friendly faces of quizzers of all ages, highlighting the diversity of these events. I was then fortunate enough to get hold of Andrew Mulligan, host of the New Zealand Sports show "The Crowd Goes Wild" and voice of Rebel Sport campaigns. With his instantly recognisable voice, I was able to reach yet another crowd, the sports fans. I then leaned into this idea by opening the promo with a sports gag.

​

The campaign has been met with praise from the corporate teams and local pub owners alike, enthused with the revitalised campaign that freshens the outdated previous campaign. The campaign was launched in April 2022.