Curative and Creative NZ join forces to showcase the power of creativity

Creative agency Curative has joined forces with national arts development agency Creative New Zealand to launch a new national campaign that encourages Kiwis to celebrate and embrace their creativity.

“We’re building support for a future where art, culture, and creativity thrive, so all New Zealanders flourish,” says Tracey Monastra, Advocacy Manager at Creative New Zealand.

“The time has come to unify the ideas behind our advocacy work under one central, recognisable message for now and into the future, and we’re excited to grow it from here.”

Maker, supporter, audience member

Creativity Makes Us – Auahatia! is a campaign that reconnects its audience with the energy and joy behind creative experiences. It encourages Kiwis to enjoy all the different colours of creativity in Aotearoa, and reawakens them to its power, reminding that they can embrace creativity in any way they want – as maker, supporter and audience member. 

“The campaign celebrates that New Zealand is already proudly creative through our shared experience of the wide span of the arts” says Kate Prior, Copywriter at Curative.

“It aims to inspire an emotive change, which over time will help contribute to more New Zealanders actively seeking more creativity in their life.”

Move, mirror, make

The campaign messaging focuses on the power of creativity to move, mirror and ultimately, make us.

“When creativity moves us, we never forget how good it feels,” says Prior.

“When creativity mirrors us and our humanity, we know it’s vital for our wellbeing. And when we draw on creativity to identify ourselves, both as individuals and as a nation, it makes us who we are.”

The campaign line draws from both reo Pākehā and reo Māori, and forms a powerful call-and-response.

“It was important to both Creative New Zealand and ourselves that our message was bilingual, yet not necessarily a direct translation,” says Kaan Hiini, Design Director at Curative.

“In te reo Māori, ‘auahatia’ is a command meaning make! Create! There’s a boldness about it that felt right. It implies a speaker and an audience. It implies an invitation.” 

Saturated deluge

The creative approach to the campaign is one that highlights the depth and breadth of creativity in Aotearoa, with a multilayered vision of the country presented across video and OOH. 

Campaign imagery intentionally layers everyday creative acts with the mastery of our artists, showing how the creative force runs through each and every one of us – even those who may not self-describe as ‘creative’. 

“It’s a saturated deluge of creativity,” says Prior.

“Archive footage mixes with the everyday which mixes with art directed moments. Visual styles are collaged together giving material effect to the creative layers we are all made of as individuals and as New Zealanders. Our creativity is abundant. Our creativity makes us.”

The campaign website is now live and the campaign rolls out on street posters and major platforms like Stuff, New Zealand Herald and TVNZ On Demand. 

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