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 Bobby McFerrin (remember ‘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