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Igniting a global conspiracy

Tourism New Zealand Get NZ On The Map Rhys Darby

Our Challenge:

Tourism New Zealand came to us with a problem. Actually, a travesty. Our country was being left off world maps with thousands of examples being shared online, from board games to famous globe statues.

Our Story: 

We responded with a campaign that aimed to ignite global PR by suggesting a possible motive… jealousy. First, we launched with a social film fronted by top Kiwi actor, Rhys Darby, and even our own Prime Minister, which uncovered the nations who may have been responsible for this cartographic outrage. Then we followed up with a sequel featuring Sir Peter Jackson and Ed Sheeran, and supported by a full-fledged digital campaign for Tourism NZ’s key international markets.

Media Spend
Earned Media
Organic Reach
Look at all that metal.

AXIS Awards 2019
Silver – Social Video
Bronze – PR Social & Digital
Bronze – Use of Social Media
Bronze – Long Form Single
Bronze – Online 5 minutes & Under

Finalist -Social Video

Cannes Lions Awards 2019
Finalist – Social & Influencer
Finalist – Brand Storytelling

Campaign Brief THE WORK Annual 2019
IN BOOK – Branded Content & Entertainment
IN BOOK – Social Media

New York Times
Viral video Pick

Business Insider
Intelligent Marketing Campaign

Plus Over 500 global news articles

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Tourism New Zealand Get NZ On The Map Peter Jackson

Sir Peter Jackson Getting in on the conspiracy

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