AUCKLAND, Thursday: Mt Eden-based creative agency Mahi Tahi has launched a multicultural campaign encouraging people to return home for Matariki, which will be officially celebrated as a public holiday on Friday 14 July.
The agency has been engaged by Te Māngai Pāho as part of a wider initiative to build on the awareness created by the 2022 campaign. The objective is to create a stronger sense of unity and understanding about the cultural importance of Matariki to Aotearoa.
The digital platform www.matariki.com is home to the official Matariki live broadcast in July along with events, news, information and downloadable resources.
Matariki Kāinga Hokia – Matariki Calls You Home is the theme of this year’s awareness campaign, launched today.
Mahi Tahi CCO Jade Maipi said: “The agency pleased to once again be working with New Zealander of the Year Rangi Matamua who has developed the theme and messaging for this year.”
Mahi Tahi was engaged by Te Māngai Pāho as part of a wider initiative to build on the awareness created by the 2022 campaign. The objective is to create a stronger sense of unity and understanding about the cultural importance of Matariki to Aotearoa.
With a goal to inspire people to return home and spend quality time with their loved ones, the emotive campaign aims to capture the wairua (soul) while speaking to New Zealanders of all ages and backgrounds and encourage their participation in Matariki.
A hero 30sec tvc showcases five multicultural homes, representing the ethnic diversity that helps shape our national identity.
“This year, the campaign encourages everyone to go home for Matariki, wherever and whoever that may be with.”
The themes of celebration and unity are captured through visuals and immersive audio that highlight the special moments of holiday gatherings, symbolised through sharing food, laughter traditions and showing the bonds between grandparents, children, parents and even pets.
The multi-faceted campaign will feature a mix of digital, social, OOH and non-traditional media channels to cater to audiences of all ages and backgrounds – a shift in media strategy from 2022, to reach a wider range of communities represented through the content.
Five “captivating” cutdown stories curated for social are each designed to highlight the universal themes that unite people drawing inspiration from the hero TVC.
Jade Maipi: “Through these short yet impactful snippets, we aim to foster a sense of belonging and celebration of our collective heritage. These cutdowns serve as a reminder that no matter our differences, there are universal values and experiences that unite us all.
“Mahi Tahi is proud to play an important role in the national Matariki campaign. As a Māori-owned agency, we have a deep commitment to elevating te ao Māori, tikanga and te reo Māori in an inclusive way to make it accessible for all.
“With this campaign we sought to create a collective sense of ‘coming home’ that transcends cultures and ignites a shared sense of pride that all of Aotearoa can participate in Matariki in their own way helping people to feel more connected to each other and to the land.”
“Te Māngai Pāho is thrilled to once again support the national Matariki awareness campaign this year” says Larry Parr, Kaihautū of Te Māngai Pāho.
“The goals of the first Matariki campaign and public holiday were to familiarise Aotearoa with the phrase ‘Mānawatia a Matariki’. This year, the campaign encourages everyone to go home for Matariki, wherever and whoever that may be with.”
Live broadcast
The digital platform www.matariki.com is home to the official Matariki live broadcast in July along with events, news, information and downloadable resources.
The 6 x tvcs include versions in Polynesian, Pakeha, Maori, Indian, and Asian languages.
View the Hero tvc below
CREDITS
Client: Matariki – funded by Te Māngai Pāho
Agency: Mahi Tahi
Chief Creative Officer: Jade Maipi
Creative Director: Sy Knox
Art Director: Poh Leong Koh
Strategy: Shannon Menehira
Group Account Director: Kila Haitana
Account Manager: Krishna Buenaventura Marinas
Production Coordinator: Te Huinga Matariki Smallman
Director: Jordan Cherrington
Photography: Tim Dee
Social Media: Manihera Te Hei
Media: OMD
PR Manager: Bonnie Emile
PR Agency: Mango Communications Aotearoa
Mango PR Account Manager: Hinemoana Douglas
About Mahi Tahi
Mahi Tahi is a Māori-owned creative agency, passionate about weaving kaupapa Māori and contemporary culture to create a whāriki (tapestry) of meaningful and impactful story. Te ao Māori is deeply ingrained in the vision, values and ways of working and we are committed to bringing a Māori voice and presence to the advertising world.
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