SYDNEY, Friday: Tourism New Zealand – with TBWA/Sydney fighting at our side – is lashing back at the Aussie meat industry’s provocative New Australia-land campaign.
The TBWA\ response is an online campaign which shows New Zealand on the world map as a lamb chop.
It takes aim at Aussie “cuisine”, and details all the characteristics, locations, lifestyle benefits and cultural events which we do better than Australia.
Andy DiLallo, chief creative officer at TBWA\Sydney, said: “Aussies seem to think Kiwis are all about Phar Lap and flat whites, but NZ has so much more to offer; exciting art and culture, a great food and wine scene and a rich history of one-upmanship.
“Aussies think Kiwis are all about Phar Lap and flat whites, but we have much more to offer … including a rich history of one-upmanship.”
“We realised this was the perfect creative opportunity to share all this awesome stuff with the rest of the world.
“There are just so many signs pointing to the fact that New Zealand has all the best bits of New Australia-Land, not forgetting the lamb … it even looks like a chop.”
Andrew Waddel, general manager of Tourism New Zealand, said: “We felt the people of New Zealand needed to respond to such a proposition, so we packaged all of the best bits of New Australia-Land into one place. They all just happen to be in New Zealand.”
- TBWA\’s Tourism NZ website: newzealand.com/new-australia-land
- New Australia-Land
LAMB CHOP CREDITS
Client: Tourism New Zealand
General Manager: Andrew Waddel
PR Manager: Lauren Blank
Campaign Manager: Lauren O’Connor
Digital Campaign & Conversion Specialist: Chloe Hedley
Creative agency: TBWA\Sydney
CEO: Paul Bradbury
CCO: Andy DiLallo
Creative Director: Katrina Alvarez-Jarratt
Creative Director: Ben Clare
Creative Director: Doug Hamilton
Creative: Andrew Torrisi
Creative: Meredith Besseling
Creative: Anne Lau
Integrated Producer: Elicia Varley/Ben Stephens
Designer: Chris Mawson
Business Director: Helen Campbell-Borton
Planner: Matthew Moran
PR: Eleven
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