Title | PLAYNZ |
Brand | TOURISM NEW ZEALAND |
Product / Service | TOURISM NEW ZEALAND |
Category | C04. New Realities: Film or Series |
Entrant | AIRBAG Melbourne, AUSTRALIA |
Idea Creation | TBWA\SYDNEY, AUSTRALIA |
PR | ELEVEN Sydney, AUSTRALIA |
Production | AIRBAG Melbourne, AUSTRALIA |
Production 2 | ARC EDIT Sydney, AUSTRALIA |
Post Production | ARC EDIT Sydney, AUSTRALIA |
Post Production 2 | OTIS STUDIOS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Adrian Bosich | AIRBAG | Managing Director |
Uncle Friendly | AIRBAG | Director |
Alex Tizzard | AIRBAG | Producer |
Andy DiLallo | TBWA\ Sydney | Chief Creative Officer |
Katrina Alvarez-Jarratt | TBWA\ Sydney | Creative Director |
Andrew Torrisi | TBWA\ Sydney | Senior Art Director |
Chris Mawson | TBWA\ Sydney | Head of Design |
Grant McAloon | TBWA\ Sydney | Copywriter |
James Sexton | TBWA\ Sydney | Copywriter |
Neville Fordyce | TBWA\ Sydney | Copywriter |
Mike Burdick | TBWA\ Sydney | Copywriter |
Doug Hamilton | TBWA\ Sydney | Copywriter |
Ben Hamilton | TBWA\ Sydney | Copywriter |
Scott Waterhouse | TBWA\ Sydney | Copywriter |
Matthew Moran | TBWA\ Sydney | Planning Director |
Helen Campbell-Borton | TBWA\ Sydney | Client Partner |
Lauren Black | TBWA\ Sydney | Business Manager |
Lisa Brown | TBWA\ Sydney | Head of Production |
Lauren Reilly | TBWA\ Sydney | Senior Integrated Producer |
Charlotte O'Rourke | TBWA\ Sydney | Senior Integrated Producer |
Savannah Anseline | TBWA\ Sydney | Producer |
Yassin Ghomari | TBWA\ Sydney | Senior Digital producer |
Bonnie Nguyen | TBWA\ Sydney | Digital Designer |
Beau Silvester | Otis Studios | Sound Designer |
Beau Silvester | Otis Studios | Sound Designer |
Crighton Bone | AIRBAG | DOP |
Lucas Baynes | ARC EDIT | Editor |
To keep New Zealand top of mind in a locked down world, we created a tourism experience that showcased the unique aspects of New Zealand’s people, places and culture. With online gaming spiking and people stuck at home, we needed a way to engage that would give an adventure-starved audience a travel hit and boost desirability to travel to New Zealand. We decided to market the entire country like a game. PLAY NZ is a rich brand experience that not only showcased the country, it gave people a playful, interactive experience featuring authentic influencers. The film showcases the game-like world of New Zealand’s travel opportunities. Launched with a live stream on Twitch, gaming influencer Loserfruit led thousands on an hourlong journey through the best bits of New Zealand and featured a “gamer walkthrough” where she “played” the country and interacted live with followers.
Partnering with Twitch, YouTube, actor Julian Dennison, social media content creator William Waiirua, and cultural influencers from the online and gaming communities, Tourism New Zealand set out to market the country like a real role player game –with really realistic graphics. The campaign kicked off with a virtual press conference unlike any other, by inviting media to join a live streaming platform, Twitch. Gaming influencer, Loserfruit, led the charge by sharing a simulated live walkthrough of her experience of PLAY NZ. The roll-out included trailer films and reviews to tease the gaming community ahead of the premiere.