Reconnect with Papatūānuku
Client: Auckland Zoo
Project type: Awareness campaign
To celebrate Matariki, Auckland Zoo encourages people to reconnect with Papatūānuku (The Mother Earth), reflect on the past, and look forward to the future, fostering a sense of community and connection with nature.
The campaign achieves this by placing out-of-home (OOH) advertising reminders throughout Auckland city, focusing on three short yet clear messages: Reconnect, reflect and renew with Papatūānuku.
Native species of Aotearoa were featured to foster a sense of pride and responsibility towards protecting wildlife.
Viewers are directed to a series of videos where Zoo kaimahi share their personal connections with Papatūānuku, providing an intimate look at their unique relationships with the land.
The campaign has led to a notable increase in visitor numbers and effectively communicates the zoo's dedication to animal conservation and scientific research.
