Ad Nut
May 18, 2015

New Zealand slightly tweaks 16-year-old '100% Pure' campaign

'Every day a different journey' for Tourism New Zealand by Whybin/TBWA Sydney.

New Zealand slightly tweaks 16-year-old '100% Pure' campaign

A new TVC by the country's tourism authority shows a perpetually giddy couple moving through a series of transitions that purposely exaggerate the closeness of the nation's attractions. For example, in one transition the couple dives under water in Abel Tasman National Park on the South Island but surfaces in Lake Taupo in the north, according to Tourism NZ.

Overall, the TVC represents no real departure from past efforts, which isn't surprising given the country's success in attracting foreign visitors. The ad even shows the famous Lord of the Rings hobbit-town set, proving that the organisation knows not to mess with what ain't broke.

 

The campaign also highlights a new logo with a custom font designed by a New Zealand typographer and then carved into native wood by a local artist, giving it a look that is "unmistakably from this place", according to Tourism New Zealand.

 

CREDITS

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

 

Related Articles

Just Published

1 hour ago

Is Byron Sharp right to say the best response to ...

Sharp made the comments in an interview with Campaign.

2 hours ago

M&C Saatchi shares suspended after it misses audit ...

The group admitted another £2.4m in accounting 'adjustments' for past misstatements.

2 hours ago

Covid will be a two-year hit to media and entertainm...

Digital and OTT media spends increase while every other medium is hit by the pandemic according to KPMG's annual M&E report

10 hours ago

Aqilliz-BritePool: A blockchain-enabled cookieless ...

The companies announce a joint solution—which will be initially rolled out in Asia Pacific, Europe and the US—that promises privacy-compliant user identification with an immutable record of consent and data transactions.