The agency turn fantasy into reality with this brand new campaign
Earlier this year, WHYBIN\TBWA was presented with a once in a lifetime brief by Tourism New Zealand to create both an evolution of the 100% Pure New Zealand campaign and an idea that leveraged the concept of New Zealand as home of Middle-earth.
The result is a new brand film that uses Middle-earth as a means to showcase the country and show audiences what appears to be a fantasyland is in fact a real place to be enjoyed by all visitors.
Andy Blood, WHYBIN\TBWA Executive Creative Director says, “When the two WHYBIN\TBWA offices (Sydney and Auckland) won the Tourism New Zealand account last November, I don't think we ever expected to get off to such a flying start - creating a global, integrated campaign that leverages the connection with Middle-earth.”
“The 100% Pure New Zealand brand campaign is now in its 13th year and it's an honour to be able to put our stamp on it,” he adds.
Narrated by acclaimed actor Sir Ian Holm, the brand film gives potential visitors to New Zealand a flavour of what they might expect when they get here, the people they'll meet, the local culture and the captivating experiences they'll enjoy.
Andy Blood explains, “We wanted to blend storytelling techniques used in the cinema with real stories of New Zealand, to get across to audiences the world over that New Zealand is a magical place where the lines between real life and fantasy blur. This led us to 100% Middle-earth is 100% Pure New Zealand - a parallel universe, which to all intents and purposes is real.”
Justin Watson, Tourism New Zealand General Manager Marketing Communications adds: "This was definitely a challenging brief because the end result needed to deliver a tourism message that leveraged the movies but was not about promoting the movies. The team at WHYBIN\TBWA rose to the challenge and have developed a strong and compelling idea around Middle-earth and an execution that makes you proud to be a New Zealander."
The campaign launched on www.newzealand.com on 23 August and will appear across TV, cinema and digital in Australia from 26 August, followed by the Western and Eastern markets in September and October respectively.
The campaign will direct people to www.newzealand.com where they will be able to interact with scenes depicted in the brand film. The scenes will lead users to discover more about the regions and the rich experiences they can enjoy in New Zealand. From there users can link directly to travel providers and offers so they can start planning their own magical journey to Middle-earth.
Whybin\TBWA Full Credits:
Executive Creative Director: Andy Blood (Whybin\TBWA Auckland)
Executive Creative Directors: Matty Burton & Dave Bowman (Whybin\TBWA Sydney)
Creative Director: Craig Farndale
Digital Creative Director: Ross Howard
Copy Writers: Ryan Price, Lucy Morgan, Andy Blood, Tammy Keegan
Art Director: Cece Chu, Craig Brooks, Andy Blood
Designer: Chris Lewis
Head of Strategy: Hristos Varouhas (Whybin\TBWA Sydney)
Senior Planner: Julie McIver
Agency Producer: Jackie Clark
Group Head: Natasja Barclay
Account Director: Mandy Eckford
Senior Account Manager: Julia McKee
Account Executive: Lynlee Smith
Digital Arts Network Credits for newzealand.com Website:
Agency: TBWA\Digital Arts Network
Creative Director: Mark Zeman
Account Director: Stephanie Creasy
Project Manager: Louise Leitch
Senior Designer: Jonathan Mead
Production Specialist: Andrew Zen
Production Specialist: Nigel McHardy
Developer: Sam Kwan
Developer: Patrick Li
Production Company: Curious
Director: Darryl Ward
Film Company Producer: Andy Mauger
Film Company Executive Producer: Matt Noonan
DOP’s: Lachlan Milne, Darryl Ward
Editor: Tim Mauger
Music Composer/Producer: Dave Whitehead, White Noise Ltd
Music Engineer/Producer: Mike Gibson, Munki Studios
Audio Post: Digital Post & Factory Studios
Audio Engineer: Clive Broughton
Re Recording Mixer Cinema Versions: Park Road Post – Mike Hedges
Colourist: Pete Richie, Toybox
Online: Nigel Mortimer, Curious
Stills Photography: Fraser Clements, Match Photography