Red Nose Day had been on the benches for a few years.

With the gutsy new positioning for Cure Kids going live in 2012, we made a clear recommendation to bring the event out of hibernation and attach Red Nose Day with this awesome charity’s work once and for all.

The momentum achieved in that first year was greater than our wildest dreams – being selected as the All Black’s official charity, a TV3 extravaganza, Flight of the Conchords kicking in with a number one song, and more than $1.3 million raised to Cure Kids. We even had a Red Nose Day Bledisloe Cup final!