The Work 2022 Contenders: RUN

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…

Rotorua Economic Development: Our Wairua, Our Stories
Rotorua Economic Development needed a unique, creative execution to convey a strong destination story for the benefit of the people who live, study, invest and work in Rotorua, as well as those wanting to visit.

Rotorua’s unique qualities come from within, from the stories of the people. We visualised the kōrero of Rotorua locals, through sound responsive tech, developed specifically for the campaign.

We created unique visuals of each person’s voice – showing their wairua. This reacted in real-time to each person’s voice, on a 3m x 3m LED screen behind them. The slightest intonation or pitch change in their voice was captured precisely, warping the design visual created. The design of these visuals references tree rings and Rotorua’s unique geothermal activity, all forming the campaign collateral.

The outdoor and digital nation-wide campaign, included bus backs, digital billboards, digital TV and social media.

Immunisation Advisory Centre: Treasure our Whānau
The Immunisation Advisory Centre (IMAC), alongside the Ministry of Health, needed a unique creative campaign to promote their annual flu vaccination programme. The concept had to work across a wide range of media.

Māori and (to a lesser extent) Asian people aged 65+ have lower rates of annual flu vaccinations than the overall population, so the campaign had to be primarily aimed at these groups.

We conducted community consultations to understand cultural nuances. A consistency across all conversations was that people wanted to ensure their elders were getting their flu shot as they’re so precious. This insight led to the campaign strategy of everyone treating their whānau like the treasure they are – leading with the line ‘Treasure our Whānau’.


The deadline for Campaign Brief’s The Work 2022 is Thursday April 14. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email