New Zealand, also known as "the Canada of Australia," is famous for a few specific things: sheep, Sauvignon Blanc and as of the last decade, The Lord of the Rings. This year, the first installment of yet another Tolkien book-turned-film, The Hobbit, hits theaters, and New Zealand isn't letting the opportunity to eke out a bit more Middle Earth-inspired tourism go to waste.
Despite its title, "100% Middle-earth," the campaign doesn't just appeal to the ComicCon crowd. In fact, it's not especially Tolkien-esque at all, save for a brief tour of New Zealand's famous Hobbit holes. Rather, the new 60-second spot—from Whybin\TBWA and Curious director Darryl Ward, and narrated by Sir Ian Holm himself (aka, Bilbo Baggins)—attempts to highlight the country's most "magical" aspects. These include the "four-legged creatures that swim," "wizards that turn water into wine" and "metal hawks that soar." Sounds much more enticing than "horses," "vintners" and "helicopters," doesn't it? (The spot is also running in an extended version online that clocks in at more than two minutes.)
So, even if you're more into fine wines and sandy beaches than Gollum and Gandalf, you'll probably find something to enjoy in New Zealand. And if you're one of those die-hard fans who can't wait to see Bilbo hit the big screen this December, go ahead and imagine that those mountain statues are really "protected by gods."
CREDITS
Client: Tourism New Zealand
Agency: Whybin\TBWA, Sydney and Auckland
Executive Creative Director: Andy Blood
Executive Creative Directors: Matty Burton, Dave Bowman (TBWA, Sydney)
Creative Director: Craig Farndale
Digital Creative Director: Ross Howard
Copywriters: Ryan Price, Lucy Morgan, Andy Blood, Tammy Keegan
Art Directors: Cece Chu, Craig Brooks, Andy Blood
Designer: Chris Lewis
Head of Strategy: Hristos Varouhas (TBWA, Sydney)
Senior Planner: Julie McIver
Agency Producer: Jackie Clark
Group Head: Natasja Barclay
Account Director: Mandy Eckford
Senior Account Manager: Julia McKee
Account Executive: Lynlee Smith
TBWA\Digital Arts Network for newzealand.com website:
Creative Director: Mark Zeman
Account Director: Stephanie Creasy
Project Manager: Louise Leitch
Senior Designer: Jonathan Mead
Production Specialists: Andrew Zen, Nigel McHardy
Developers: Sam Kwan, Patrick Li
Production Company: Curious
Director: Darryl Ward
Film Company Producer: Andy Mauger
Film Company Executive Producer: Matt Noonan
Directors of Photography: Lachlan Milne, Darryl Ward
Editor: Tim Mauger
Music Composer, Producer: Dave Whitehead, White Noise Ltd.
Music Engineer, Producer: Mike Gibson, Munki Studios
Audio Post: Digital Post & Factory Studios
Audio Engineer: Clive Broughton
Re-Recording Mixer, Cinema Versions: Mike Hedges, Park Road Post
Colorist: Pete Richie, Toybox
Online: Nigel Mortimer, Curious
Still Photography: Fraser Clements, Match Photography