Smilin’ When You’re Filing

Campaign for MYOB NZ

I was part of the MYOB Senior Creative team tasked with taking the stress out of payday filing for New Zealand employers by showing how MYOB automates compliance through its SME business software.

The challenge

NZ payday filing is complex and unforgiving. Employers must report to the IRD in real time, every payday, with accurate employee data, correct tax calculations and no system errors. For businesses still relying on manual processes, the risk of mistakes and penalties increases fast.

Strategy

With platforms like Xero, QuickBooks Online, Reckon, Wave and FreshBooks all promising to simplify bookkeeping, business owners have never been better served, or more overwhelmed.

Rather than fighting a feature war, we reframed MYOB around the real emotional benefit: confidence in compliance. When you know you’re covered, you can breathe. Maybe even smile. We brought this to life across owned channels, Meta, Display, and YouTube with a creative direction that found wonder in the everyday.

By moving the conversation from features to feelings, we positioned MYOB as the stress-free way to stay on top of compliance.