If You Seek

Tourism New Zealand

Tourism New Zealand had been in hibernation for nearly 3 years since COVID 19 had hit our shores, so they needed to draw upon the ground work they had been building over that period. The rise of te ao Māori had been bubbling away at the surface for the government agency and the culture didn’t feature much before in their advertising to the world, until now.

Already a client of RUN, the team at TNZ introduced the indie agency to DDB and the brand platform ‘If You Seek’ was created. Based on the insight of manaakitanga, a Māori concept of reciprocity, the deeper meaning RUN uncovered for the NTO was the idea of enhancing other people’s mana or prestige, this then further clarified the insight of the more you give to Aotearoa, the more Aotearoa will give to you.

The multi layered platform with more than 20 films, interactive digital experiences and 1000 pieces of content enhanced the idea of ‘If You Seek’, this strategic line would inform every interaction by drawing the viewer in by gifting them a little piece of our wonderful country and then coming to an abrupt close, enticing the audience to seek out more.

Channels

Film
Cinema
Experiential
OOH
Activation
Website
Digital
Print
TV
PR
Trade