Campaign Review: Can New Zealand win back tourists? Plus the verdict on Australian Avocados, Specsavers and Stockland
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Leo Burnett Sydney’s senior strategist, Bryan Wilmot, and 303 MullenLowe’s Perth ECD, Richard Berney, offer their views on Tourism New Zealand’s brilliant campaign, Australian Avocados’ cultural moment, Specsavers’ in-ad game and Stockland’s ‘fail’.
Brand: Tourism New Zealand
Agency: Augusto Group
The Verdict: Brilliant campaign with strong insight and an interesting audience strategy
Bryan Wilmot, senior strategist at Leo Burnett Sydney, says:
Wilmot say it is a fun video to watch with a strong insight
“What a year for ANZ tourism campaigns. While this is no Dundee, it’s a smart campaign showing it’s not just postcard shots, but personality that matters. It may appear to be trying to drive UGC [user-generated content] from tourists, but I think the ‘Get NZ on the Map’ call to action is actually pointed at Kiwis.
