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.



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


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