If You Seek
The DDB Digital team built on the core creative concept ‘If You Seek’ and rewarded people with an immersive digital experience connected to the campaign film.
In 2022, to relaunch Aotearoa to the world, while every other nation exposed everything all at once, we concealed this place once again, and compelled the viewer to come reveal it for themselves.
Above the line, executions teased the audience with the nation’s wonders, but never fully revealed them.
We created an experience of ‘discovery’ that engages the seeker mindset beyond the media campaign. A unique mobile-centric digital experience for each of the sensory pieces that imbued the concept of manaakitanga – reciprocity or rewarding those who choose to seek more.
A total of 6 immersive experiences were created using various forms of creative interaction and animation.
The mobile-first experiences utilised smartphone sensory inputs in unique ways.
The campaign ‘look & feel’ remained consistent across many formats by use of bespoke imagery shot on location and graded to reflect New Zealand’s distinctively intense lighting. Contrasted with minimal design clutter and use of white on black graphic elements. Bespoke audio, iconography, interaction patterns and illustration were all created as a cohesive library that bound the If You Seek campaign.
Digital Creative, direction, UX and design oversight.
We worked with partners RUN and Illustrator Munro Te Whata.
Preference for NZ at all time high.
The highest Meta has seen in the travel category
Visitors to newzealand.com up 590%
The six digital experiences include:
An Adventure Through the World of Hobbiton™
Some journeys can’t be made alone. Join a fellowship with a friend and make the journey to Hobbiton’s Green Dragon Inn for a feast to remember.
Through a mix of 2D, 3D, sound, and captured footage from our visit to Hobbiton™ we created an immersive experience that utilised network pairing to connect two players who could go through the experience in real time, creating a shared journey only available to those that work together.
Dolphin Encounter
Have an up close encounter with of one of the world’s rarest dolphins. But don’t make any noise, or you’ll scare them off.
This experience utilised 3D assets, in camera video, and the smartphone’s internal mic to create an interactive film that can only be experienced if the user finds a silent space.
Ocean Floor to Mountain Peak
From the ocean depths to the mountain tops. Discover a few of Milford Sounds treasures in this interactive vertical film.
In this experience users descend to the ocean floor to discover the inhabitants of Milford Sound’s unique biosphere captured in stunning underwater footage. Participants travel from the deepest parts of Milford’s ocean, through the freshwater layer that creates this special ecosystem, and to the waterfall covered mountain peaks that established this location as one of the natural wonders of the world.
Māui and the Sun
Experience the infamous tale of Māui and the sun, brought to life for the first time as a mobile web experience.
The He Puna Taimoana hotpools are one of the earliest places to see the sunrise. After capturing a long exposure of the sun from the pool we worked with our cultural partner RUN and Illustrator Munro Te Whata to retell the tale of Māui connecting this famous sunrise experience to the legends of Aotearoa.
This experience utilised a uniquely created sound track and beautiful 2D animation in an adventurous storytelling experience.
Experience Your First Kina
We’re not going to do it for you. Open a Kina the Kiwi way for a glimpse of our most treasured delicacy.
This experience utilises a consistent and natural interaction language to guide participants through the steps to crack their first Kina.
Hooker Valley Track
Our tallest mountain and most sacred ancestor. Give him your time, walk the last 50m of the trail with your smartphone to reveal his face.
This experience utilised the smartphone’s accelerometer to simulate a step counter, creating a film that can only be unlocked through movement.