Motion Sickness and Whānau Ora turn billboards into live translators

In celebration of Te Wiki o te Reo Māori (Māori Language Week), Whānau Ora has launched an innovative out-of-home campaign, ‘Real-Time Reo’.

Designed to make te reo Māori a part of everyday life, Real-Time Reo is a small step in the long journey of revitalising the indigenous language of Aotearoa.

A study in the ‘Journal of Memory and Language’ demonstrated that when new language vocabulary was learned within meaningful contexts (like applicable phrases and timely sentences), learners had a 60% higher retention rate compared to those who learned the words in isolation.”

Motion Sickness worked closely with LUMO to build a custom dashboard that responds to live data—such as weather, time of day, sporting events, and breaking news—with relevant phrases and translations, turning every moment into an opportunity to learn and celebrate te reo Māori.

Whether it’s a chilly commute to work, or the build-up to an All Blacks game, the campaign evolves with the moment, offering selected phrases that align with the contextual environment.

The campaign has been running throughout Te Wiki o te Reo Māori across LUMO’s entire digital network in Auckland, Wellington, Whangarei and Tauranga.

Credits:

Client: Maria Te Whiu, Falen Stevenson, Awerangi Tamihere

Creative Agency: Motion Sickness

Te Reo Māori Translator: Raniera Harrison

Pou Tikanga: Sir Mason Durie ONZM KNZM

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