New Zealand just became the most populated country on Earth
New campaign from FINCH director Lex Hodges for the New Zealand Department of Conservation.
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The Department of Conservation is recounting the nation’s census with the new campaign Always Be Naturing.
The campaign redefines Aotearoa/New Zealand’s population as a living, breathing and thriving system of 695 billion beings; not just people, but also animals, birds, plants, marine life, trees, and even blades of grass. We count on these beings for our very existence, but we weren’t counting them.
“We count on nature for so many things”, said Penny Nelson, Director-General of DOC. “But it needs our help right now. We are a small island nation at the bottom of the world, and we want to make a big difference and show the world what can be done if everyone pitches in.”
Credits
View on- Agency Deloitte Digital/Auckland
- Production Company FINCH
- Director Lex Hodge
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Credits
View on- Agency Deloitte Digital/Auckland
- Production Company FINCH
- Director Lex Hodge
- Post House Atticus
- Sound Design Liquid Studios/Auckland
- Creative Partner Dan Wright
- Associate Creative Director Erin Mattingly
- Creative Director Beth O'Brien
- Creative Director Thomas Darlow
- Design Director Matthew Barnes
- Senior Producer Ash Brown
- Managing Director/Executive Producer Corey Esse
- Executive Producer Rebekah (Bex) Kelly
- Executive Producer Loren Bradley
- Producer Duncan Bernard
- Production Designer Joseph Leary
- Executive Producer Scott Chapman
- DP Andrew McGeorge
- Editor Luka Turjak
- Lead VfX Artist Stuart Bedford
- Colorist Pete Ritchie
- Sound Designer Craig Matuschka
- Composer Peter Van Der Fluit
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Credits
powered by- Agency Deloitte Digital/Auckland
- Production Company FINCH
- Director Lex Hodge
- Post House Atticus
- Sound Design Liquid Studios/Auckland
- Creative Partner Dan Wright
- Associate Creative Director Erin Mattingly
- Creative Director Beth O'Brien
- Creative Director Thomas Darlow
- Design Director Matthew Barnes
- Senior Producer Ash Brown
- Managing Director/Executive Producer Corey Esse
- Executive Producer Rebekah (Bex) Kelly
- Executive Producer Loren Bradley
- Producer Duncan Bernard
- Production Designer Joseph Leary
- Executive Producer Scott Chapman
- DP Andrew McGeorge
- Editor Luka Turjak
- Lead VfX Artist Stuart Bedford
- Colorist Pete Ritchie
- Sound Designer Craig Matuschka
- Composer Peter Van Der Fluit
By reframing the nation’s population from five million people to 695 billion (*ish) residents, this new campaign disrupts perceptions with a new conversation about New Zealand’s biodiversity and the threats it faces.
Developed in partnership with Deloitte Digital Creative and FINCH’s Lex Hodge, the campaign mobilises Aotearoa to see everything we do as ‘naturing’. Because in New Zealand, we don’t live in nature; we live with it. Whether it’s drinking a green smoothie that is ultimately made of ancient bird shit, sunbathing, shooting pests, or simply acknowledging the trillions of bugs and microbes that don’t like filling in government census forms, naturing is celebrating all of the things that make our world go round.
Because when you see NZ as 695 billion friends, neighbours and colleagues, protecting them becomes second nature.
