Māori-owned, independent creative agency RUN has launched a new campaign for Rotorua Economic Development, running over the next 3 months across digital, bus backs, billboards, street posters, social and press.
The campaign features 13 Rotorua locals telling their stories, while visualising their wairua and āhua as they speak. A unique aspect of the campaign is the technology developed, allowing each kōrero to be used as individual unique designs, which are showcased across all collateral.
Says Haydn Marriner, marketing director for Rotorua Economic Development: “There’s one very special thing that makes Rotorua stand out, and that’s our people. We wanted this campaign to address the need to convey a stronger destination story for the benefit of the people who live, study, invest and work in Rotorua, as well as those wanting to visit.”
RUN’s indigenous lens and commercial creativity capabilities helped create the campaign.
Says Raymond McKay, CCO, RUN: “The element of te ao Māori (the Māori world view) was crucial to this as it informed the way we approached everything, including the aesthetic.”
The visuals are based on the region’s close links to the ngahere (forest), it’s significance with iwi and hapū, and it’s unique geothermal activity.
The idea was brought to life with help from specialist development and film production company Assembly and was co-directed by Vinnie Carter of Vido Media and RUN.
Client: Jo Holmes and Haydn Marriner
Creative Directors: Raymond Otene McKay and Laura Cibilich
Designers: Laura Cibilich, Maria Philp, Russell Hooton-Fox
Operations Manager: Brianna Smith
Copy Writer: Mark Easterbrook
Director/DOP: Vinnie Carter
Tech Development and Filming: Assembly
Photographer: Chris Sisarich
Media: King St
Cultural Advisors: Lance Ngata, Ariana Stone, Haydn Marriner