Car rental company Avis New Zealand has today announced the launch of its ‘Art of Discovery’ brand campaign via Sydney agency Ikon Communications, aiming to inspire road trip journeys through heroing the creative work of a selection of New Zealand and Australian artists.
The campaign will allow consumers to view the scenic New Zealand and Australian landscape through the eyes of contemporary artists, who embark on a road trip in a signature Avis rental vehicle to inspire their creations. With the work of six artists initially on show across outdoor, print and online advertising in locations, the campaign will continue to work with more local artists over the next year.
The 2019 campaign will culminate with all featured artwork being put on display at an exhibition and auction hosted in Sydney in November 2019. Proceeds from the auction will be donated to Avis Budget Group’s charity partners R U OK? and Cure Kids NZ.
The content was captured by Flint director and photographer Jonathan May, who followed artists such as Jacob Spokes to Lightning Ridge in north-western New South Wales as he retraced his father’s footsteps as a miner. May also accompanied Rachel Hirabayashi to New Zealand where she used driving and solitude as her inspiration for artwork.
Says Vanessa Wolczak, head of marketing, product and PR, Avis Budget Group Pacific: “With the Art of Discovery campaign we wanted to create a departure from historic rental car campaigns, offering a unique perspective for Avis customers to view iconic locations across Australia and New Zealand.
“We’re extremely excited to provide a platform for homegrown artists to showcase their incredible talent to a wide audience and we hope Aussies and Kiwis will be as inspired by the creations as we are.”
The campaign will continue to be rolled out over the next year with more artwork featuring in advertising across digital, print and out-of-home platforms.
To learn more about the ‘Art of Discovery’ campaign, please visit https://www.avis.co.nz/en/discover-nz/art-of-discovery.
Agency Ikon Communications
Executive Creative Director, Rob Martin-Murphy
Senior Art Director, Andrew Jones
Art Director, Zac Goldberg
Copywriter, Craig Merrett
Senior Account Director, Andy Morse
Account Manager, Ben Murphy
Senior Producer, Pete Gardiner
Film content and photography captured by Flint Sydney:
Director/Photographer, Jonathan May
Executive Producer, Tim Berriman
Local Fixer, Ian Woodcock
Local Producer, Toby Crawford
Post Production, The Hive
Audio, James Martell