AUCKLAND, Today: Vintage taxis have been catching eyes across Auckland this week, offering free one-way rides into the heart of the city.
Created by Motion Sickness for Heart of the City, the campaign Straight to the Heart invites locals to rediscover Auckland’s CBD one spontaneous cab ride at a time.
As remote work, roadworks, and economic caution continue to thin out city crowds, the campaign takes a playful approach to bringing people back. Instead of traditional ads, the journey itself becomes the experience.
“We wanted to make it effortless—no parking stress, no plan needed, just a fun nudge back into the heart of Auckland.” – Viv Beck, CEO of Heart of the City
“We wanted to make it effortless—no parking stress, no plan needed, just a fun nudge back into the heart of Auckland,” says Viv Beck, CEO of Heart of the City. “This campaign is about rediscovery, connection and a little bit of surprise—making it easy to come straight to the heart.”
Operating across nearby suburbs, the retro cabs act as both transport and moving billboards, wrapped in bold campaign colours that are impossible to miss. Aucklanders are encouraged to embrace spontaneity, hail one down, and see where the ride takes them.
“Adopt an upright posture, throw your hand out determinedly and make clear, unflinching eye contact with the driver. The driver will know what to do from there.” – Sam Stuchbury – Motion Sickness Executive Creative Director
Each journey ends somewhere unexpected—karaoke bars, improv shows, hidden eateries—each designed to spark a sense of discovery. Passengers may even score vouchers to kickstart their city adventure.
Motion Sickness Executive Creative Director Sam Stuchbury says, “Adopt an upright posture, throw your hand out determinedly and make clear, unflinching eye contact with the driver. The driver will know what to do from there.”
Each driver was chosen for their local knowledge, navigating without GPS and guiding passengers to the city’s hidden gems.
“I’ve spent ten years connecting with both Auckland and Aucklanders. I’ve seen everything—the tears, the joy, the chardonnay spilled on my carpet. I’m excited to show people the city’s secret corners again,” says Dipa, one of the campaign’s designated drivers.
The campaign launched with a spoof infomercial introducing the concept. Beyond the taxis, Straight to the Heart rolls out across radio, social and outdoor channels, teasing where the next cab might appear and inviting Aucklanders to take a trip to the city’s heart.
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