With the final stage opening of Te Awa shopping centre in Hamilton, they needed an even bigger campaign than last time.

A versatile concept was needed to be able incorporate the celebrity cooking shows as separate advertising elements, but staying within the same ‘framework’.

In April 2011, Hamilton’s The Base became the biggest shopping centre in NZ with the opening of the third stage of the Te Awa development.

That’s pretty big. Huge, even. Dare I say ‘gargantuan’? So, they needed a campaign to make a giant impact…

Kahungunu Hikoi Whenua is a programme established by the Hawkes Bay DHB to inspire and empower local Maori and their communities to make better choices for their health and future. A part of that is a programme called Good Shops to help steer people to make healthier food choices.

They wanted imagery for this that would be inspirational. The first response from the GM of Maori Health at the DHB upon seeing it was “it takes my breath away and gives me goosebumps”. Mission accomplished, methinks.