Product New Zealand

Project Brief

Ideation

My first ideas weren’t quite there. My original concept of there’s nowhere like New Zealand were good individual executions but lacked creativity and were difficult to communicate the bigger idea. Exploring these directions helped me refine the campaign, I started looking at the ads as a whole instead of individual pieces of work. The big idea: There’s nowhere like New Zealand was my focus, I started asking myself questions like: what is NZ known for? (Sheep). How can I use Sheep to make my adverts cohesive?

Having family in New Zealand and visiting multiple times meant I had lots of inspiration to draw from. Looking back through my past trips and my bucket list helped me explore, discover and highlight what New Zealand has to offer.

This campaign plays on one of New Zealand’s biggest stereotype: there’s more sheep than people and turns it into a lighthearted joke across the executions. The sheep unexpectedly appear within different experiences, from adventure to food and iconic landscapes, creating humor while highlighting everything New Zealand has to offer. Each execution builds on the same joke in a new way, creating a cohesive campaign that proves there really is nowhere quite like New Zealand.