Poet Ralph Waldo Emerson and countless travel bloggers might have you believe that "life is a journey, not a destination", but a new ad campaign from Fullers by Motion Sickness Studio shows that sometimes the destination matters a little more than the journey—and this is especially true when it comes to the Waiheke and Tiritiri Matangi Islands.
But this isn’t your typical tourist ad with travelers standing and smiling beside monuments. Creative director and founder of Motion Sickness Studio Samuel Stuchbury says he wanted to do something authentic, more of a short documentary.
“It was really important to us that the content we created for [Fullers] wasn’t a cheesy conventional tourist ad, and more about the people visiting ," he says.
“We wanted to show the locals and the real people. None of the interviews were scripted it was all really genuine from the people we filmed so that was the vibe we were going with them.”
Stuchbury says they talked to the locals to find Neil Clooney, Waiheke Bus Company manager, to share with viewers why he loves running tours on Waiheke and Mary-Ann Rowland, guiding and shop manager, to teach viewers about the conservation work on Tiritiri Matangi
Viewers will be introduced to more locals from Fullers’ destinations including the Coromandel, Devonport, Rangitoto Island and Rotoroa Island as more “short documentaries" are released in the coming months.
While the campaigns may be all about the destination, the relationship between Motion Sickness Studio and Fullers has been a journey.
Over the last four months the agency has worked from the ground up, beginning with the Fullers brand and its values through to redesigning its website, running social media and creating campaigns.
This week, Fullers is giving away a return ticket to Waiheke Island every 30 minutes between 9am and 9pm to celebrate the release of its half and hour timetable to Waiheke Island. In the first 24 hours the website received 1500 entries with the average user visiting the site for 35 minutes, long enough to enter two draws.