ABOUT

Rotorua Economic Development needed a campaign to boost the confidence and morale of the people living in the region. Being a holiday destination city, Rotorua has felt the acute impacts of Covid-19, and was also home to a quarantine facility. To create a unique campaign and encourage Kiwis to see Rotorua in an entirely new way, they wanted to champion Rotorua locals and tell their stories.

Using sound responsive software technology developed specifically for this campaign, we visualised the kōrero (speech) of Rotorua locals. We created unique visuals of each person’s voice – showing their true wairua (spirit) in real time. We showcased each kōrero on a 3m x 3m digital LED screen behind each performer, capturing every intonation change in their voice to extreme reactive precision.This campaign was significant globally from an indigenous perspective. The creative was done 'by Māori for Māori', and merges a Māori world view with commercial creativity.