Life needs a Biscuit By Florian Habicht
Director's Works
Directed by Florian Habicht, Griffin’s Life Needs a Biscuit campaign turns 24 hours in Aotearoa New Zealand into 24 intimate snapshots of everyday life: “one story for every hour of the day, told one biscuit at a time”. Drawing on real people and their own stories, the series brings Habicht’s character-led documentary sensibility into a commercial space, finding warmth, humour and feeling in the small rituals that carry us through the day. Created in collaboration with Motion Sickness and The Tuesday Club, the result is a campaign that feels both distinctly local and deeply human. Rather than positioning the brand as the hero, Life Needs a Biscuit places Griffin’s within the fabric of everyday life, quietly present in moments that feel recognisably and authentically New Zealand.
