Title | NZ SAYS '39' |
Brand | TOURISM NEW ZEALAND |
Product / Service | NEW ZEALAND TOURISM |
Category | E02. Promotional Items & Printed Media |
Entrant | SPECIAL 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 |
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 |
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.
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.