Sylvia Park uses Whai as the inspiration behind new Matariki campaign via RUN Aotearoa
Māori owned creative agency RUN Aotearoa has partnered with Sylvia Park to celebrate Matariki by creating a compelling campaign, with whai as the inspiration. Whai are traditional string games played by Māori during the time of Matariki.
To acknowledge Matariki and Te Whare Tapere, the traditional house of entertainment and games, the installation connects the Matariki star cluster and each of the nine stars to a whai string formation.
Huge panels in the Sylvia Park centre court, feature stunning visuals of hands and whai patterns interwoven with typography of each of the names of the Matariki stars.
Coming off the back of judging and speaking at Cannes Lions Awards, RUN co-founder and CCO, Raymond Otene McKay (Ngaati Mahuta, Ngāti Rongomaiwahine, Ngāti Porou, Ngāti Pūkeko) says: “Each year we’re asked to create campaigns centred around Matariki and we love challenging ourselves to create original work, just like our ancestors did.
“We aim to educate and inspire people in an accessible way through our mahi, and this campaign does just that.”
Along with the installation, the wider campaign features social media, digital assets, OOH and an activation, where shoppers can stop by to learn how to create the Matariki whai patterns themselves.
