Tourism NZ unveils new campaign with updated 100% Pure identity via Whybin\TBWA Sydney
Tourism New Zealand via Whybin\TBWA Sydney, has launched its new global campaign for 2016, aiming to bring to life the unique culture at the heart of the diverse experiences the country has to offer.
The new campaign highlights the amazing diversity of experiences that are in arms reach of anyone that comes to New Zealand. Using the line, ‘Every day a different journey’, the commercial, print and online executions, feature many of the authentic and unique stories the country has to share about the land and its people that can be experienced easily within a single trip.
Voiced by New Zealand actor Sam Neill, directed by Noah Marshall, produced by The Sweet Shop and music provided by New Zealand band Naked & Famous, the content film will run from July 1.
The campaign will also feature an updated ‘100% PURE NEW ZEALAND’ visual identity, using a more culturally meaningful typography, designed by Kris Sowersby and handcrafted in Kauri wood by local artist, Rangi Kipa, using traditional Maori carving techniques. A film showing how the new unique typography was made will be available on YouTube.
Says Kevin Bowler, chief executive of Tourism New Zealand: “The easiest option would have been to retire the 100% Pure New Zealand campaign and start again. Instead, we went back to what is at the heart of New Zealand’s unique offer – and that is our place and our people.
“When you put the landscapes, activities and people together you have a place that is unique in the world, a place where there is a wide range of things to see and do, and it’s all within easy reach. Every day you travel through New Zealand becomes a different journey.”
Voiced by New Zealand actor Sam Neill, directed by Noah Marshall, produced by The Sweet Shop and music provided by New Zealand band Naked & Famous, the content film will run from July 1.
The campaign will also feature an updated ‘100% PURE NEW ZEALAND’ visual identity, using a more culturally meaningful typography, designed by Kris Sowersby and handcrafted in Kauri wood by local artist, Rangi Kipa, using traditional Maori carving techniques. A film showing how the new unique typography was made will be available on YouTube.
Says Kevin Bowler, chief executive of Tourism New Zealand: “The easiest option would have been to retire the 100% Pure New Zealand campaign and start again. Instead, we went back to what is at the heart of New Zealand’s unique offer – and that is our place and our people.
“When you put the landscapes, activities and people together you have a place that is unique in the world, a place where there is a wide range of things to see and do, and it’s all within easy reach. Every day you travel through New Zealand becomes a different journey.”
Advertising Agency: Whybin\TBWA Sydney
Creative Director: Tammy Keegan
Creative Director: Craig Brooks
Group Head: Adam Lee
Account Director: Erin Kelly
Executive Planning Director: Hristos Varouhas
Executive Producer: Liz Rosby
Lead Typography Designer: Phil Kelly
Head of Design: Chris Mawson
Print Producer: Jonathan Pitcher
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive Producer: Fiona King
DOP: Stefan Duscio
Offline/Editor: Tim Mauger
Online/Editor: Nigel Mortimer @ Blockhead
Grade/Editor: Pete Ritchie @ Blockhead
Audio Suite: Nylon Studios Sydney
Engineer: Simon Lister
Photographer: Alistair Guthrie
Assistant Photographer: Gavin McGregor
Voice Artist: Sam Neill
Original Music/Composer: The Naked and Famous
Client: Tourism New Zealand
Chief Executive Officer: Kevin Bowler
Director of Marketing: Andrew Fraser
General Manager Global Marketing Communications: Kate Necklen
Global Brand Manager: Jodi Redden
8 Comments
Earnest, boring, cliched, and worst of all it looks like a tourism ad.
Sam Neill, a great actor he is, should not be the voice over artist.
Compared to the Hobbit ads this looks like it was done in the 1990’s.
that has to be the most boring NZ Tourism commercial ever produced. what a waste.
Looks like a mood film: the mood – bored.
That was stunningly dull.
Sadly this is the weakest, most try hard commercial from the 100% stable of ads. It feels half finished and compromised.
I really wanted to like it, especially with all the talk about the flag polluting my FB feed, but I don’t feel proud about the film. It just lacking…class. It feels provincial.
Ironically, the ChCh ad campaign featured in a previous CB post is a better idea. Because it actually has one.
Something ain’t right at TNZ. The mojo has gone.
Perhaps this is the cue for Special Australia?
My grandma fell asleep it was so boring…
Nice reference to Ben Smart & Olivier Hope @ 38 secs
Can we see the director’s cut instead?