The Art of Concealment (updated)

TOKYO, Tuesday: Ricardo Adolfo – ECD at TBWA\Media Arts Lab Japan & South Korea – has selected DDB Aotearoa’s work for Tourism NZ as his global best interactive advertising of the week.

“In 2022,” Adolfo writes on the Bestads website (scroll down for the link), “the world began to open up, enticing tourists back to their countries.

“They bared everything. The wonders sights and sounds on display, all at once.

“They created a campaign that withheld and concealed the nation, compelling the viewer to come, and reveal it for themselves.”

“DDB Aotearoa and Tourism New Zealand didn’t do that. They created a campaign that withheld and concealed the nation, compelling the viewer to come, and reveal it for themselves.

“This mobile experience was one of six unique experiences only given to the curious after engaging with another piece of the campaign.

“In this interactive experience, the user can learn how to open a kina (an Aotearoa delicacy) like a local. But of course, only when they come, do they learn what it actually tastes like!”

• seek.newzealand.com/kina/nz

CREDITS

Client: Tourism New Zealand
Director, Marketing: Brodie Reid
Global Manager Brand & Experience: Jill Chestnut
Brand & Content Manager: Edward Thomas

Agency: DDB Group Aotearoa
CCO: Gary Steele
CD: Matt Williams
Senior Art Director: Gareth Rice
Senior Copywriter: Geordie Wilson
CD: Freddie Coltart
Head of Digital: Dean Pomfrett
Senior Digital Producer: Willie Falloon

Creative Experience Lead: Danillo Castilho
Head of Production: Liz Knox
Digital Designer: Elliot Oxborough
Motion Designer: Jake Williams
Senior Business Director: Brodie Lawry
Business Coordinator: Patrick Stone

Co-creative agency: Run

• bestadsontv.com