Te Matatini Campaign
Tātaki Auckland Unlimited | Stanley St
2023
Few things in Aotearoa contribute more to the preservation and celebration of language, identity and community than kapa haka. Kapa Haka has fostered unity among iwi and hapū, drawing people back to their hometowns from the cities, strengthening connections to their iwi, hapū, and marae identities. It is more than performance. It is culture, competition, pride and belonging, with Te Matatini as its pinnacle. Every year seasoned performers return to the stage alongside newcomers making their long-awaited debut, supported by whānau and thousands of young fans inspired by their heroes.
The Creative
The campaign centred on Ihi, Wehi and Wana the emotional intensity that makes kapa haka so powerful to watch and perform. Working with some of the world’s leading kapa haka performers, the creative captured that feeling through bold portrait photography, strong graphic elements and a visual system that celebrated both the performers and the return of the festival to Tāmaki Makaurau.
Behind the mahi:
01: Haka is life
We introduced some of the Stanley St team, unfamiliar with Kapa Haka, to a practice session at Westlake College. It was a nostalgic experience for me, as Kapa Haka was a vital part of my school years. The noho marae, the whanaungatanga, the relentless practice! Conversations with alumni who returned as kaiako to prepare the group for competitions revealed a sense of duty to give back to something that had enriched their lives. They emphasised how Kapa Haka had instilled values and skills they continue to apply throughout their lives.
02: Collabs with pros
The campaign involved working closely with some of the world’s leading performers from Ngā Tūmanako and Hoani Waititi. Watching their professionalism and discipline up close reinforced the power and precision behind kapa haka performance. That authenticity translated directly into the campaign creative, ensuring the work reflected the energy and mana of the performers.
03: Adapting to Challenges.
Like most campaigns, the final executions evolved as practical constraints emerged. Budget and licensing challenges meant the original idea for audio-enabled street posters had to change, which opened the door to something more playful. Talking bus shelters introduced humour and personality into the campaign while still celebrating the mana of kapa haka, reminding audiences that Te Ao Māori carries many tones including humour, joy and playfulness.