| Title | MIDDLE-EARTH PASSPORT STAMP |
| Brand | TOURISM NEW ZEALAND |
| Product / Service | 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND |
| Category | C02. Small Scale Special Solutions |
| Entrant | WHYBIN\TBWA AUCKLAND, NEW ZEALAND |
| Entrant Company | WHYBIN\TBWA AUCKLAND, NEW ZEALAND |
| Advertising Agency | WHYBIN\TBWA AUCKLAND, NEW ZEALAND |
| Name | Position |
|---|---|
| Andy Blood | Chief Creative Officer |
| N/A | Executive Creative Director |
| Ross Howard (Digital Creative Director) | Creative Director |
| Ryan Price/Lucy Morgan | Copywriter |
| Cece Chu | Art Director |
| N/A | Photographer |
| Chris Lewis | Illustrator |
| Chris Lewis | Typographer |
| N/A | Art Buyer |
| Natasja Barclay | Account Supervisor |
| Justin Watson | Advertiser's Supervisor |
| N/A | Producer |
| Julia Mckee | Account Manager |
| Julia Maciver | Planner |
| Michelle Hong/Lynlee Smith | Other Credits |
On the 28th November, 2012, Hobbit fever took over New Zealand, as the world premier of The Hobbit took place in the country it was filmed. Visitors, fans and the world’s media arrived in New Zealand from all corners of the world. Tourism New Zealand wanted to be the first to welcome them. There was just one problem; advertising is completely banned in the customs areas of airports. So instead, we stamped their passports with a customs-certified ‘Welcome to Middle-earth’ passport stamp, sanctioned by the Department of Internal Affairs; definitely not an ad. We stamped over 70,000 passports during premier week alone, leaving a lasting impression of New Zealand on everyone single one of them.