Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'Coastal Pacific: A new New Zealand' by DDB New Zealand

KiwiRail turned words from coverage of a disaster directly into a campaign that invited people to come back to a tourist destination.

2019 Cannes contenders: 'Coastal Pacific: A new New Zealand' by DDB New Zealand
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Coastal Pacific: A new New Zealand
Agency: DDB New Zealand
Client: KiwiRail 

Nominated by:

Steve Xue, chief strategy officer, FCB Greater China:

I think this campaign has a more profound meaning than just turning a news disaster into a new destination. It’s about the responsibility of a ‘reporter’, which is also applicable to every one of us in this current social media driven time. We should not blindly report any aghast news that’s already filled so much within our world. Let’s go deep, go objective, go positive.

Luciana Cani, ECD, Saatchi & Saatchi Tokyo:

Not all good ideas need to have data and technology behind. This one uses traditional media in a very effective way. The same media and the same words that reported the disaster of Kaikoura earthquake were used to attract tourists back to the local. Using a strategic approach, they found a new reason for people visit the place.

Related Articles

Just Published

19 hours ago

Asia-Pacific Power List 2022: Manuel Arroyo, Coca-Cola

Following a US$4 billion partnership with WPP, The Coca-Cola Company is streamlining and simplifying its marketing capabilities under the leadership of global CMO Arroyo.

20 hours ago

Can Hong Kong regain its lustre as 'Asia's World City'?

SOUNDING BOARD: Loosening Covid restrictions, the return of Rugby Sevens, and an international banker's conference—are these the watershed moments for the revival of #BrandHongKong?

20 hours ago

Roger Federer keeps to his pinky promise in Barilla ad

The tennis legend surprises a young fan five years after a viral press conference moment at the US Open.