Film > Online Content

HOOKER VALLEY - IF YOU SEEK

DDB NEW ZEALAND, Auckland / TOURISM NEW ZEALAND / 2023

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Overview

Credits

Overview

Write a short summary of what happens in the film

This is a film where the audience is given the opportunity to look upon the face of Aoraki, Aotearoa's tallest mountain and most sacred ancestor as part of our global tourism campaign, relaunching New Zealand to the world.

The audience is asked to walk, smartphone in hand for 50 metres in order to earn the view - what many say is the nation's best.

Most of the film is simply of booted feet, walking the 50 metres of the Hooker Valley trail. Complete the walk and only then do you enjoy the view at the end.

Cultural / Context information for the jury

IF YOU SEEK is a campaign that only rewards the curious, those prepared to look a little deeper and give a little more (the kind of visitors we were looking for after our long pandemic closure).

So if you want to see the face of Aoraki, what some say is the best view in the country, the audience were made to walk for it. Walk the last 50 metres of the trail with your smartphone and only then will he reveal himself.

The film imbued the Maori concept of "manaakitanga" – a concept of mutual reciprocity, central to the wider campaign. The idea that to get, one must first give, rewarding those who choose to seek. Those are the kind of high value visitors we needed.

The experience utilised the smartphone's accelerometer, to simulate a step counter, to create a film only accessible through movement.

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