Ringatoi Maori + Colenso BBDO create online tool that replaces royal gossip with indigenous news
Sick of seeing coronation gossip all over the internet? Pīkari Mai is a new online web browser tool that replaces royal gossip and news, with indigenous content pulled from a range of other news sources.
This artistic project, which has been created in partnership with advertising agency Colenso BBDO includes advertising in outdoor, digital and on radio.
The plug-in works by using a data scrape to automatically scan web pages for keywords and visuals relating to the royal family. It then switches this content out for indigenous articles, sourced from multiple indigenous publishers. People who use the plug in will see that royal content is redacted and replaced.
Says Sam Bailey, [Ngāti Huarere, Ngāti Porou ki Harataunga] (pictured below), co-creator of Pīkari Mai: “Our hāpori (community) is fatigued by royal gossip and I felt like we deserve the option to opt-out. Pīkari Mai is a digital artistic intervention that gives our whānau whānui (wider family) something worth reading; indigenous news.
“Celebration of the coronation perpetuates the myth that there is a single treaty document. Tangata whenua never ceded sovereignty. We created Pīkari Mai as a special artistic project to challenge the coronation by bringing indigenous voices to the front pages of the internet.
“We want to honour the volumes of Kaituhi (indigenous writers) who have a legacy of prioritising news stories written by, for and about Tangata Whenua.”
Says Angela Watson, managing director of Colenso BBDO: “Around the world the legacy of colonialism is reflected in everyday ways that you may never think of – from street names to statues – this has a lasting impact on the psyche and sense of belonging for us as Tangata Tiriti, and our relationship with indigenous peoples globally, and Tangata Whenua here.
“The upcoming coronation will dominate our airwaves and whether you’re a fan or not you can appreciate how this is a reminder of the attempt to erase Māori culture in Aotearoa. When Sam shared the concept of Pīkari Mai as a statement of expression and a tool to highlight indigenous news, we were compelled to help with its creation.”
Download Pīkari Mai for free at pikarimai.co.nz
PLAY THE RADIO SPOT:
Client: Kōpū O Te Rangi
Client: Hāmiora Bailey (Ngāti Huarere, Ngāti Porou ki Harataunga), Founder
Agency: Colenso BBDO
Media Agency: Hearts & Science
PR Agency: Porter Novelli
Media Partners: JCDecaux, MediaWorks, Go Media. Phantom
16 Comments
Hold that thought… only available on Firefox.
Didnt Colenso originally do this a couple of years back for a different client?
Chrome is live!
http://www.pikarimai.co.nz
Now available on Chrome.
Is it awards season?
This is great. Design is quality.
This is clever stuff, well done Jack and team. Perfectly timed for the approaching BS of coronation.
Nice. Jack & Zac?
Feels a little scammy but you can’t deny the attention this is getting globally
Just got woked
For getting work out when no one else is
Fantastic. Can we please have one to filter out re-hashed waffle about Chat GPT now?
Love the creativity. But can anyone explain this sentence to me?
“The upcoming coronation will dominate our airwaves and whether you’re a fan or not you can appreciate how this is a reminder of the attempt to erase Māori culture in Aotearoa.”
How is this true? Coverage of the coronation will be widespread globally. It’s not an attempt to erase other cultures here or anywhere else. Covering a significant event of one culture does not constitute erasure of another.
Erasure of a culture would entail actively erasing, removing or replacing content of one culture with another. Specifically by targeting keywords or images associated with the culture one wanted to erase. Which ironically is what this app does.
Who’s the client?
Well said DJ. There’s something troubling about this ‘idea’ and you summed it up perfectly.
https://www.newsroom.co.nz/share-no-evil-monkey-tackles-mass-murderers-media-plan