AUCKLAND, Tuesday: Avis New Zealand has launched its Art of Discovery brand campaign, aiming to inspire road trip journeys through the creative work of a selection of New Zealand and Australian artists.
The campaign, created by Ikon Sydney, views the scenic New Zealand and Australian landscape through the eyes of contemporary artists, who embark on a road trip in a signature Avis rental vehicle to inspire their creations.
With the work of six artists initially on show across outdoor, print and online advertising in locations (details yet to be announced), the campaign will continue to work with more local artists over the next year.
The NZ artists are Rachel Hirabayashi, Kathryn Carter, and Kris Walden.
The Aussies are Brock Piper, Craig Handley, and Jacob Spokes.
The 2019 campaign will culminate with all featured artwork being put on display at an exhibition and auction hosted in Sydney in November. Proceeds from the auction will be donated to Avis Budget Group’s charity partners Cure Kids NZ and R U OK?
“The campaign will roll out over the next year across digital, print and out-of-home platforms.”
The content was captured by Flint director/photographer Jonathan May, who followed artists on their journeys, starting with Otago-based Rachel Hirabayashi, who uses driving and solitude as her inspiration.
Our video (above) features the Hirabayashi story.
May also accompanied Australian artist Jacob Spokes to Lightning Ridge in north-western New South Wales where he retraced his father’s footsteps as a miner.
Sydney-based Avis Budget Group Pacific head of marketing & PR Vanessa Wolczak said: “With the Art of Discovery campaign we wanted to create a departure from historic rental car campaigns, offering a unique perspective for Avis customers to view iconic locations across New Zealand and Australia.
“We’re extremely excited to provide a platform for homegrown artists to showcase their incredible talent to a wide audience and we hope Kiwis and Aussies will be as inspired by the creations as we are.”
The campaign will continue to be rolled out over the next year with more artwork featuring in advertising across digital, print and out-of-home platforms.
CREDITS
Advertising agency: Ikon Communications Sydney:
Executive Creative Director: Rob Martin-Murphy
Senior Art Director: Andrew Jones
Art Director: Zac Goldberg
Copywriter: Craig Merrett
Senior Account Director: Andy Morse
Account Manager: Ben Murphy
Senior Producer: Pete Gardiner
Film and photography: Flint Sydney
Director/Photographer: Jonathan May
Executive Producer: Tim Berriman
Local Fixer: Ian Woodcock
Local Producer: Toby Crawford
Post Production: The Hive
Audio: James Martell
PR: Boyd PR NZ
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