AUCKLAND, Today: One New Zealand is back with the latest chapter of Finding Jade, reuniting with McCann New Zealand, formerly FCB Aotearoa, and Director Steve Ayson for the third year running.
This time, the story follows Jade’s return home as his two families meet for the first time in New Zealand, taking the tale further into connection, identity, and discovery.
With Jade’s best friend Pepper, who is an “entirely different woman”, putting her digital detective skills to work, the group heads across the country in search of Jade’s biological dad.
Their trip takes in a wide slice of Aotearoa, from East Auckland’s tidy suburban streets to the top of Mount Earnslaw, with plenty of memorable stops along the way.
It is also the first chapter of the saga to play out entirely in New Zealand, giving One NZ room to really lean into the landscapes, people, and places that make the country distinct.
The new instalment also throws in fresh faces, a 90’s Shortland Street cameo, and even a very remote toilet, tying into One NZ’s national partnership with the Department of Conservation.
“Finding Jade is the biggest, most all-consuming, campaign we’ve ever taken on. And it keeps getting bigger.” – Alan Jones, Creative Director, McCann NZ
The campaign continues to build on One NZ’s Let’s Get Connected platform, showing how digital technology can help people reconnect, uncover their history, and find where they belong.
“The ‘Finding Jade’ odyssey captures the importance of those deep human needs, such as connection, belonging and identity, and sheds light on how our technology can empower those needs.
“This chapter of the journey has given us the opportunity to explore the unique small towns and sights of New Zealand, further expanding into a world that resonates with Kiwis everywhere. It has been wonderful revisiting Jade, and we are looking forward to seeing how this story will continue to unfold.”
McCann New Zealand says the ambition has only grown with each new chapter, as the campaign keeps expanding its world and giving audiences more reasons to come back.
“’Finding Jade’ is the biggest, most all-consuming, campaign we’ve ever taken on. And it keeps getting bigger. Three years in, we’ve built a world with its own lore, in-jokes, and occasional random cameo.
“The challenge for us now is to outdo what came before. Keep it surprising, keep it popular, and give people something they want to rewatch (voluntarily). It’s a job that’s equal parts fun and terrifying. Which, in our experience, is a good sign.”
The latest chapter launches from today across broadcast, YouTube, VOD, social, OOH, and digital display.
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