Our launch campaign showcases the breadth and depth of creativity that’s alive in Aotearoa New Zealand. It’s a picture of all of us through the collective energy of our creativity.
The campaign layers everyday creative acts alongside the mastery of our artists, showing how the creative force runs through each and every one of us.
The hand drawn logo emphasises creative expression and the energy of the creative process.
In the campaign video, a montage of imagery shows the expansive breadth of our creativity and how it makes us who we are.
The campaign features many of Aotearoa’s leading artists, from film to dance, from writing to music, and from comedy to visual art. Thank you to every single creative who has come on board to make our message what it is.
The waiata that accompanies our video is Tarakihi, a song closely linked to Ngati Maniapoto, in an arrangement by Paraire Tomoana and Carl Doy, and sung by Dame Kiri Te Kanawa on her iconic 1999 album Māori Songs. The lyrics of the waiata remind us of the creative energy of the natural world, particularly the cicada with its familiar sound and movement.
Tarakihi was a song that was heard by millions of people around the world when Dame Kiri performed it during the telecast event for the dawning of the year 2000 in Gisborne. Just one of many creative moments that have made us as individuals and as New Zealanders.
Our creativity is abundant. Our creativity makes us.
Campaign video credits
Main dancer
Isla Potini
Featured artists
Ralph Hotere
Bic Runga
Topp Twins
Parris Goebel
Black Grace
Merata Mita
Keri Hulme
Eleanor Catton
Fred Dagg (John Clarke)
Dame Kiri Te Kanawa
Lorde
Six60
Te Whānau a Apanui
Featured performers
Mele Lotukalafi Finau
Jennifer Fong
Pratik Ishwarbhai Patel
Copper Maesteal
Esera Ieti
Samu Telefoni
Myra-mei Clarke
Falepipi He Mafola
Molima Molly Pihigia
Sally Nevalagi
Pasi Tuhega
Tulei Tatoa
Kapa Haka Group
Anne-Tapita Strickland
Jasmine Plunkett
Kayalani Kalolo-Livermore
Takutai Whitiora
Vogue Ballroom Dancers
Karamera Marama
Jacob McClintock
Featured art works
Hone TeKāuru Taiapa, 1967, Wood Carving school in Whakarewarewa, Rotorua
Takapau 2022, Mataaho
The Air Between Us, with Chloe Loftus and Rodney Bell
Whaea, 2023, Robyn Kahukiwa (Mana Wāhine series)
Mākereti Papakura, 2023, Dreamgirls Collective
Ātea a Rangi Star Compass, Napier