A series of natural disasters had robbed New Zealanders of spontaneous joy.
To right that wrong, we created a fully integrated campaign, triggered by a series of unique activations across the country, captured the ‘sounds’ of joy, and created a song created by the nation. Oh, and we enlisted the help of Mr Joy himself, Bobby McFerrin (‘Don’t Worry, Be Happy’?) as our pied piper to bring it all to life.

Cannes // Shortlist
LIA // Silver (Activation/Experiential)
AXIS // Gold, 2 x Silver