OUR JOURNAL

Why are children so much more creative than adults? It’s because, over time, we learn that assumptions are easier and more efficient than questions. We start to lean on what we already know and our thinking becomes ‘safe’.

Our job is to challenge every assumption with the relentless curiosity of children, to discover new ways of thinking and new problems to solve.

Every time we ask ‘why’ our purpose becomes a little clearer. And without a clear purpose, how can we expect people to understand us, let alone care? Defining your purpose makes it possible to scale and transform brands from the inside out and turn customers to fans.

WOODS was founded by a couple of surfers determined to do things their own way. They quickly set out to prove that creative agencies don’t have to be pretentious. That big ideas aren’t limited by budget. That world class can happen anywhere – even regional New Zealand.

An important insight can change your perspective on everything. Along the way we realised plastic was (mostly) evil, so we set up Salt of the Earth Packaging, a material innovation sister company that designs out waste throughout the packaging process.

Challenge everything. It only took 17 years to distill an approach down to two words, but being succinct takes time.

Today, we challenge everything... through design that disrupts categories, packaging that opens possibilities, ideas that spark curiosity, and campaigns that inspire action.