Macpac shoots NZ campaign

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NZ/Australian online store Macpac has launched a new print and billboard campaign, shot in Queenstown by Melbourne agency The Reactor and Sydney photography company Hell Studios. No Kiwi creative input was sought, nor given.

The Whatever your Adventure campaign sets out to illustrate the adage that getting there is half the fun – it follows the journey of a Macpacker’s NZ adventures, showing off along the way Macpac’s large range of outdoor gear.

The campaign will appear online as well as in large format print, outdoor and press executions. It’s already underway in NZ, and a similar campaign will be launched in Australia early next year.


Agency: The Reactor
Client: Macpac
Client: Alex Brandon
Client: Rhea Flouch
Creative Director: Nick Brown
Art Director/Copywriter: Nick Brown
Production: Hell Studios
Photographer: Chris Daile
Retoucher: Richard Dion Wilson
DOP: Logan McMillian
Stylist: Dean Bodger
Product: Amalia Wilson
Product: Beth Ward
Fire Marshall: Henri Pearson

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