NZ SAYS '39'

Short List
TitleNZ SAYS '39'
BrandTOURISM NEW ZEALAND
Product / ServiceNEW ZEALAND TOURISM
CategoryE02. Promotional Items & Printed Media
EntrantSPECIAL GROUP Auckland, NEW ZEALAND
Idea Creation SPECIAL GROUP Auckland, NEW ZEALAND
Idea Creation 2 SPECIAL GROUP Sydney, AUSTRALIA
Media Placement DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN
Production AUGUSTO Auckland, NEW ZEALAND
Production 2 DARKHORSE Auckland, NEW ZEALAND
Production 3 HAUMI Gisborne, NEW ZEALAND
Additional Company TOURISM NEW ZEALAND Auckland, NEW ZEALAND
Additional Company 2 NEW ZEALAND RUGBY UNION Wellington, NEW ZEALAND
Additional Company 3 AIR NEW ZEALAND Auckland, NEW ZEALAND
Additional Company 4 PEOPLE OF NGāTI HIKAIRO Kawhia, NEW ZEALAND
Additional Company 5 NEW ZEALAND MAORI ARTS AND CRAFTS INSTITUTE Rotorua, NEW ZEALAND

Credits

Name Company Position
Stephen England-Hall Tourism New Zealand Chief Executive Officer
Lauren Vosper Tourism New Zealand Global Manager, Public Relations and Major Events
Brodie Reid Tourism New Zealand Director Marketing
Greg Wafelbaker Tourism New Zealand General Manager Asia
Setsuko Yajima Tourism New Zealand Japan Marketing Manager
Joanna Gourley Tourism New Zealand Japan PR Manager
Takahide Nakazawa Tourism New Zealand Japan Social Media & Content Manager
Yuka Gray Taguchi Tourism New Zealand Project Co-ordinator
Danelle Mouat Tourism New Zealand Project Manager
Tony Bradbourne Special Group New Zealand CEO/CCO
Michael Redwood Special Group New Zealand Managing Partner
Rory Gallery Special Group New Zealand Head of Strategy
Heath Lowe Special Group New Zealand Executive Design Director
Arnya Karaitiana Special Group New Zealand Creative Director
Stu Mallarkey Special Group New Zealand Executive Creative Director
Jack Nunn Special Group Australia Creative Director
Nils Eberhardt Special Group Australia Creative Director
Storm Day Special Group New Zealand Head of Client Service
Sandra Daniel Special Group New Zealand Group Business Director
Sam Hall Special Group New Zealand Account Director
Amelia Daly Special Group New Zealand Senior Business Director
Rachael Williams Special Group New Zealand Account Management
Heath Davy Augusto Executive Creator Opportunities
Rich Robson Augusto Creative Director
Matt Sellars Augusto Creative Director
Yukihiro Oguchi Dentsu PR
Aya Yamamoto Dentsu PR
Eiichi Kitajima Dentsu PR
HIdeyuki Matsumoto Dentsu PR
Yuma Mikumo Dentsu PR
Liam Taylor DARKHORSE Co-Founder
Graeme Heald DARKHORSE Head of Production
Karl Johnstone Haumi Director
Nick Dwyer Goodmood Director

Cultural / Context information for the jury

Our work needed to put Japan first at a time of deep national pride. In 2019, all eyes would be on Japan as they host the rugby World Cup - It was Japan’s time to shine. Implicit in embracing our shared Cultural Values of hospitality, respect and generosity was the need to strike a balance between extolling the virtues of our country, while also recognising it was the Host nation’s time to be in the limelight. We didn’t want to be an irritating guest showing up at someone else’s party big-noting themselves at every opportunity. It would be tone deaf, offensive even to arrive in Japan talking about ourselves at such a time.

Write a short summary of the ambient work.

We created a six week cultural showcase called “New Zealand Says 39.” The All Blacks squad arrived in Kashiwa for a launch event where global media were invited, and the team took to the stage wearing jerseys with 39 on their backs. Here, the All Blacks introduced, explained and showcased the ‘39’ idea to Japan and the world. NZ’s Prime Minister Jacinda Ardern made an appearance at one of the events. ‘39’ was a message that the All Blacks took to the field, bowing to pay their respects to their hosts at the end of every game. Air New Zealand even changed their Tokyo route’s flight number to NZ39. All in service of showing our thanks and showcasing our shared values during the Japan Rugby World Cup.