For the first time New Zealand will celebrate Matariki as a public holiday.
This is the first new holiday for the nation in 92 years, the first purely Māori holiday for the country and the first reinstated indigenous holiday in the world.
To launch the new public holiday, creative agency Mahi Tahi have used the theme of togetherness to ensure all New Zealanders are able to join in on the celebration.
Matariki. Whether Māori or not, ‘Celebrate Matariki Together’ invites the nation to create new memories together in a way that was uniquely and utterly Aotearoa.
Te Arahi Maipi, CEO of Mahi Tahi says: “The campaign was an all indigenous approach to advertising. Our agency, Mahi Tahi – blends kaupapa Māori with contemporary culture to cut through and connect authentically with all audiences.”
Bonfires, pot luck dinners, at a beach or simply out of town (to really get a good glimpse of the stars) is already how we “do” holidays. And for Māori specifically they will see the significance of going home, to their tūrangawaewae, reconnecting with all whānau generations and celebrating and acclaiming their Māoritanga.
From a cultural or behavioral change point of view, the campaign hopes to help set a positive precedent for Matariki and safeguard it from the commercialisation or irrelevancy many other public holidays have come to face.
Jade Maipi, CCO says: “We are also tremendously proud to be able to utilise an expert all-Māori team of creatives, marketers, strategists, production and even media to do justice behind this momentous occasion. All of us were privileged to be part of this kaupapa, it leaves a legacy creatively for us too.”
The Mahi Tahi team also adapted the campaign to modern sustainable indigenous practises, apt for Matariki. Using a digital-first approach with TVC, DOOH and social media, second-hand fashion, environmental and ethical catering services and completely paperless development, proof and post-production was inspired by the seasonal and environmental importance Matariki also plays.
Credits
Client: Matariki – funded by Te Mangai Paho & Te Arawhiti
Agency: Mahi Tahi
Creative: Jade Maipi
Strategy: Tabitha Harris
Group Account Director: Te Kerera Haitana
Account Manager: Krishna Buenaventura Marinas
Production Manager: Eden Vawdrey
Director: Ray Edward
Photography: Mataara Stokes
Media: OMD
PR Agency: Mango Communications Aotearoa
