To celebrate the Māori New Year this past weekend, Auckland Transport and oOh!media brought an inner-city bus shelter to life to celebrate one of the nine stars in the Matariki cluster.
The transport company’s creative arm, Creative@AT and oOh!media chose to pay special tribute to Tupuānuku, the Matariki star signifying soil and planting, by setting up a temporary living wall filled with hen and chicken fern seedlings.
oOh!media NZ general manager Nick Vile says the organisation values the partnership it has with Auckland Transport, especially being able to collaborate for this national celebration.
“This significant occasion is all about uniting communities to honour our past and look forward to a bright future. Our activation provides a unique and meaningful way to connect with and engage commuters in Tamaki Makaurau, bringing the spirit of Matariki to life.”
The seedlings were given away to the public over two days and, when planted, will provide edible pikopiko for Matariki for many years.
Creative@AT and oOh!media wanted to raise awareness of the many aspects of Matariki, including acknowledging ancestors and looking to the future.
“Planting and nourishing a seedling teaches us about the cycle of life but also will provide an important source of food for the body and soul,” says Lillian Tahuri, Head of Māori Outcomes, AT.
Creative Director, Creative@AT, Christ Swift says the campaign allowed him to gain a more in-depth knowledge about Matariki and the significance of the star cluster in Māori culture.
“It’s an honour to bring this creative concept to life and give back to our community.”
oOh!media gifted advertising space for the campaign and Ngāti Whātua Ōrākei provided consultation, permission and for sourcing seedlings.
For Kiwis lucky enough to receive a seedling, AT and oOh!media ask that you plant it and look to the stars as a sign of respect and rememberance this Matariki.
Mānawatia a Matariki from Auckland Transport and oOh!media.
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