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Keep New Zealand Beautiful Pop-Up Tour

Keeping New Zealand litter-free with an engaging pop up oasis

Bringing to life the national ATL campaign to Keep New Zealand Beautiful, we toured a pop up oasis, complete with a bush setting and VR experience, around NZ,  finding a creative way to remind Kiwis to always put their litter in the bin. 

Kiwis are passionate about their famous clean and green reputation and take pride in their homeland with soaring mountain peaks, lush green expanses, sparkling waterways and of course, Hobbiton. However, while 93% of New Zealanders say they want to maintain this eco-conscious image, 44% of them litter within 5 metres of a bin. Our challenge from the Keep New Zealand Beautiful society was to a find a fun, engaging and creative to way to drive change and encourage Kiwis to adopt 'beautiful behaviour' a.k.a putting their litter in the bin. 

Our pop-up oasis traveled over 3,000km, from Auckland to Queenstown, educating families, teens, university students and tourists through an incredible, multi-sensory VR experience. Guests were immersed in “Mama Nature’s Oasis” – seated and surrounded by native plants, birdsong and the sounds of rushing rivers. Participants were then transported on a scenic VR journey, to see what's possible when we all take responsibility for our habits and become a “Kaitiaki” or “Caregiver of the Land” by always putting our litter in the bin. After the VR experience, guests could capture a branded snap to share across their social media channels, and further spread the word as brand and eco champions. We also amplified the campaign and raised awareness in each town we visited by applying environmentally conscious stencils – opting to use a temporary chalk instead of a paint based material. 

Our tour reached over 250,000 people across the country. When surveyed, an incredible 100% of VR participants said after undertaking the experience, they were more likely to put their litter in the bin.