Air New Zealand x National Geographic Photo Camps

The Air New Zealand & National Geographic Photo Camps were a series of nationwide events where typically disadvantaged Kiwi kids received guidance from world-class National Geographic photographers.

The inaugural camp took place in 2019, with a considerable gap before the second camp due to COVID. When it was time to revive the camps, our task was to remind New Zealanders of this partnership. Throughout the campaign, our guiding principle was to prioritise the voices of the students, emphasising that it was primarily a platform for them, not just an opportunity for Air New Zealand to commend itself.

Our initial video involved crafting a voiceover from raw footage of the first camp, featuring interviews with students and mentors. Subsequent videos were created by reconnecting with and interviewing two graduates, Jazmin and Te Aho, to explore how their lives have evolved since their transformative experience.

Once the camps came to a close, we knew we wanted to celebrate the students from all five camps along with the work they created. We did this through street posters, air tunnel wraps, a full takeover of the Fanshawe Street Bus Shelter, and even a virtual gallery experience where people could see their work and real quotes from the students about their experience on the camp.