Page 82 - Adnews Nov-Dec 2022

Creative Review
TOURISM NEW ZEALAND- ‘IF YOU SEEK’
Creative Review:
DDB Aotearoa & RUN
WH: This feels different to the generic tourism advertising out there. I like that they’ve leaned into the DNA of the country and are aiming at a more specifically ‘curious’, some would say progressive, grown-up audience. It has a depth of authenticity that some of the other campaigns might be lacking.
SL: Upon first watch I was left a
bit cold as the single 30 second spot I was reviewing seemed a little familiar to other NZ films
I’d seen and didn’t really live up the campaign idea of ‘IF YOU SEEK’. But after a quick google, I discovered the other 18 films all trying to entice you with a focus on the more unexpected places and experiences NZ has to offer.
SC: Rugged, wild, and remote.
This campaign does an epic job of showcasing what makes New Zealand such a unique tourist destination through the visuals, the voice, and the score. But the true heart of
the campaign is the rich Māori culture of Aotearoa which feels considered and integrated throughout. Love this!
CD: A New Zealand championing
WH: I like the track selection
and re-record done here. It has
a magical quality, as do the beautifully shot visuals. Just not sure it has that clarity or gives me enough of a reason to visit besides it’s dreamlike landscape. I’m a fan of the little magical flourishes like the bending tree and blossom falling, less so the flying whale. They are magical enough IRL in my opinion.
SL: This is another tough brief, and
I think they’ve done a solid job. I don’t love it like I do the Tourism Tasmania ‘Come Down for Air’ campaign for example, as it lacks the originality of insight and thinking, but they’ve clearly tried to elevate it above the regular moving postcards approach that you see all too often.
I like the feeling the track gives me and they’ve added some ‘magic’ throughout with little postproduction touches to elevate the spot, and it
Māori culture is the best kind of New Zealand. Love this stirring execution – makes you feel like there’s more
to discover. So does the line ‘If You Seek’, an invitation that will no doubt be re-invented endlessly.
certainly does just that. But for me I struggled a little with the dancing as it’s been done quite a bit, and I felt the flying whale shark pushed the magical elements a little too far. Still, overall, it makes me want to visit WA.
SC: Beautifully shot and with moments of well-integrated VFX, this campaign shows off the varied and stunning landscapes of WA. The dreamscapes concept could have been something really big and different for the category but instead, the warped realism and music track feels recessive and gets lost amongst the dance.
CD: Landscapes bending with a contemporary dance interpretation and a contemporary track bending with an awesome Indigenous interpretation. ‘Dream’ is a license to put an abstract twist on WA’s vistas – this platform could go anywhere.
TOURISM WA - ‘WALKING ON A DREAM’
Creative agency
The Brand Agency
www.adnews.com.au | November-December2022 82