Title | NZ SAYS '39' |
Brand | TOURISM NEW ZEALAND |
Product / Service | NEW ZEALAND TOURISM |
Category | F03. Single-market Campaign |
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 |
We believed that if Japanese people saw a bit of their culture reflected in ours, they’d find New Zealand more appealing. The heart of our strategy was to pay our respects to the people of Japan by creating a gesture of thanks for their generous hospitality towards Kiwis during the Rugby World Cup. But rather than simply saying “thank you” in our own language, we wanted to say it in a way that would carry weight among our gracious hosts. We realised that in Japan, numbers are commonly used as linguistic shortcuts for all sorts of things — “39” is used to say ‘thank you.’ Phonetically, “San (3) Kyu (9)” sounds close to English’s “Thank You.” This formed the basis of our creative idea, and so ‘39’ was a culturally relevant message of thanks the All Blacks took to the field every match, to pay their respects to their