One NZ and McCann launch third instalment of ‘Finding Jade’ story

One New Zealand has released the latest chapter of the ‘Finding Jade’ tale via McCann New Zealand (formerly FCB Aotearoa) and director Steve Ayson.

The story picks up with Jade’s return home, and his two families meeting for the first time on New Zealand soil. With Jade’s best friend Pepper putting her digital investigative skills to the test, the group travel around New Zealand from East Auckland to the top of Mount Earnslaw in the South Island on a quest to find Jade’s biological dad.

Showcase what makes the country special

This chapter is the first of the saga to take place entirely in New Zealand, giving One NZ the chance to lean into what makes the country so special.

Along the way, it showcases local scenery, introduces a host of new characters, drops in a 90’s Shortland Street star cameo and gives centre stage to one very remote toilet, celebrating the company’s strategic national partnership with the Department of Conservation.

The third instalment builds on One NZ’s ‘Let’s get connected’ brand platform, demonstrating how digital technology enables authentic human connection and personal discovery.

A world that resonates with Kiwis

One NZ’s brand lead Kamran Kazalbash says: “The ‘Finding Jade’ odyssey captures the importance of those deep human needs, such as connection, belonging and identity and sheds light on how our technology can empower those needs.

“This chapter of the journey has given us the opportunity to explore the unique small towns and sights of New Zealand, further expanding into a world that resonates with Kiwis everywhere. It has been wonderful revisiting Jade, and we are looking forward to seeing how this story will continue to unfold.”

Keeps getting bigger

McCann NZ creative director Alan Jones says: “Finding Jade is the biggest, most all-consuming, campaign we’ve ever taken on. And it keeps getting bigger.

“Three years in, we’ve built a world with its own lore, in-jokes and occasional random cameo. The challenge for us now is to outdo what came before. Keep it surprising, keep it popular and give people something they want to rewatch (voluntarily). It’s a job that’s equal parts fun and terrifying. Which, in our experience, is a good sign.”

The campaign will roll out across broadcast, online (YouTube, VOD, social), OOH and digital display from April 13.