MediaWorks launches bold new campaign for NZ Hip Hop and RnB station Mai via Hello

One of the country’s largest entertainment brands Mai has been given a significant overhaul via Hello.

Mai is the dedicated home for hip hop and R&B for all people 15 – 34 years of age, with 439,238 active listeners across the country and one of the strongest performers in MediaWorks’ portfolio of brands.

Says Amanda Midgley, head of marketing, MediaWorks: “Hip hop culture continues to evolve and move the needle. We wanted an authentic expression for artists, listeners, shows and our incredible talent so the development continued to strengthen our long-term proposition in Aotearoa.”

The brand identity was crafted under the watchful eye of Leon Wratt, director of content, MediaWorks, ensuring its brands remain relevant and commercially successful in the market.

Says Sidney Collett, marketing manager, MediaWorks: “Our listeners are looking for a grittier style that reflects hip-hop culture. The new work sets a strong foundation for the coming years and is already making waves in the category.”

Says Matt Hammond, design director: “It’s not every day we get the opportunity to refine a brand with roots back to 1992. Bold typography and gritty art direction, mixed with a healthy dose of minimalism and modernism created a strong platform for the campaign.”

The campaign is currently running across MediaWorks’ commuter and digital out of home network, plus digital and social platforms.

Client: MediaWorks
Director of Content: Leon Wratt
Head of Marketing: Amanda Midgley
Marketing Manager: Sidney Collett

Agency: Hello
Strategy Director: Lisa Divett
Creative Director: Damon O’Leary
Design Director: Matt Hammond
Retoucher: Drew Robertson
Managing Director: James Polhill
Photography: Reagen Butler
Producer: Michelle Delaney
Production: Supernormal