If you think that tourism campaigns are all the same, be prepared to have your opinion shifted. This one is quite remarkable. On the surface, the film by Special Group and Sweetshop for 100% Pure New Zealand is a conversation between a woman and her father in New Zealand. Cleverly, the father’s observations about the effects of Covid. And the (magnificent) visual story, directed by Dylan Pharazyn, reinforce everything that is wonderful about New Zealand. Values such as kaitiakitanga [protecting and caring for people and place], manaaki manuhiri [welcoming and looking after all visitors] and whanaungatanga [treating others like family] are implicit in the storytelling and overlaying these is the visual splendour of New Zealand’s landscape.
The borders of New Zealand may still be closed, but New Zealand is appealing to the “get out there” dreams of Kiwis who have been stuck at home, encouraging them to explore ‘their own backyard” and the travel dreams that most people everywehre have been indulging in during lockdown.
Andrew Waddel, general manager, Tourism New Zealand, commented, “We take great pride in welcoming Australian visitors to our place and showing them the Manaakitanga we have become known for. This is very important to us. We are now taken back to a time of simplicity and this gives us the opportunity to reflect on what’s important and what we hope to see for the future.
“We know many people around the world feel a special connection to New Zealand. When it is safe to do so, we look forward to sharing it with you again. We want to reassure future visitors that we are taking care of the nation island, and will continue to care for our place until we open up visitors.”
Credits:
Agency: Special Group NZ
Chief Creative Officer: Tony Bradbourne
Senior Creative: Matt Simpkins
Head of Client Service: Storm Day
Head of Strategy: Rory Gallery
Senior Producer: Sally Lankshear
Business Director: Amelia Daly
Production Company: Sweetshop
Director: Dylan Pharazyn
DOP: Adam Luxton
Executive Producers: Kate Roydhouse & Ben Dailey
Lead Editors: Luke Haigh
Sound Design: Liquid Studio
Composition: Maxwell Scott
Grade: David Gibson
Online: Stu Bedford
Client: Tourism New Zealand
Chief Executive Officer: Stephen England-Hall
Director Marketing: Brodie Reid
Global Brand Manager: Jill Chestnut
Global PR Manager: Lauren Vosper