Tourism New Zealand Print Welcome to Middle-earth by Whybin\TBWA Auckland

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Welcome to Middle-earth

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Print, Magazine & Newspaper
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Art Director Cece Chu Whybin Tbwa
Copywriter Ryan Price Whybin Tbwa
Illustrator Elena Panaita
Account manager Julia Mckee
Released April 2013

Credits & Description

Category: Travel, transport & tourism
Brand: Tourism New Zealand
Agency: WhybinTBWA, Auckland
Country: New Zealand
With the world premier of âThe Hobbit â An Unexpected Journeyâ taking place in Wellington, specially invited international guests, the media, travellers, and fans from the world over touched down at Auckland International Airport, ready for a Middle-earth adventure.
With #realmiddleearth starting the moment passengers disembarked, we wanted to greet them with something special. So we installed a 23-meter lenticular installation, which cleverly exploited the one-way nature of the space it occupied. As visitors walked by on their way to immigration, Tolkien-inspired illustrations created by the team at Weta workshop, seamlessly morphed into our real photographic images of New Zealand experiences and landscapes. Warriors turned into travellers, rock giants into mountains and wizards into vintners.
Some 70,000 people walked past/through the installation during premier week alone.
Category: Travel, transport & tourism
Client: Tourism New Zealand
Agency: WhybinTBWA, Auckland
Country: New Zealand
Executive Creative Director: Andy Blood
Art Director: Cece Chu
Copywriter: Ryan Price
Illustrator: Elena Panaita
Production Manager: Michelle Hong
Account team: Lynlee Smith
Account manager: Julia Mckee