100% Pure New Zealand

100% Pure New Zealand. It's widely recognized as one of the world's most successful tourism marketing campaigns. When Tourism New Zealand made the decision to give the brand a new visual identity, they asked me to tell the story. 

It was a unique collaboration between several creatives: Philip Kelly design director, Karl Wixon Maori design consultant, Kris Sowersby type designer and Rangi Kipa Maori carver. The typeface design merges the traditions of wood type with the traditional indigenous carving style of Aotearoa (New Zealand) in a hand carved and printed font made of native timber. 

Director/Writer: Alison Farmer
DOP/Photographer: Simon Clark
Agency: Whybin/TBWA