We love having these visitors in our country, but we need to keep a watchful eye on their boots.

Dirty boots, hiking gear and even plane snacks can potentially pose a bio-security threat to NZ, so the Ministry for Primary Industries approached us with a brief to reduce this risk.

We developed ‘don’t let dirty gear tie you up at New Zealand arrivals’ which was a good extension to our previous ‘orange peel’ campaign execution. The tone of these ads is challenging – we are enforcing bio-security rules, but we also want to be visually engaging and targeted, and empathetic to the priorities of our visitors.

If you are looking to build a campaign with great consumer insights and engaging creative, give us a call on (04) 384 5994 or email us at hello@gslpromotus.co.nz we would love to talk.