Throughout the creative process, we uncovered New Zealand's undeniable personality. Even though it is small there is so much to do and see. It was imperative for us not to show New Zealand through a stereotypical tourist lens, and to stay true to the spirit and unique qualities that make the country so great. Thus, the campaign's tagline became Uniquely Kiwi.
Results
The print campaign developed into additional experiential and social executions, tchotchkes, as well as a social persona and presence.
