RIGHT ON YOUR DOORSTEP

just 3 hours from australia’s east coast, Tourism New Zealand has an untapped market:
Aussies popping over for a long weekend.

But how do you let Aussies know that New Zealand is closer than they’d think?
we did it By placing New Zealand on their doorstep. Literally.

We’d first create doormats for New Zealand,
and place them on the doorsteps of residential Aussie homes.

From there these doormats would be stocked at Bunnings — targeting weekend warriors needing a couple day holiday.

Finally we’d go big, placing the doormats on the iconic steps of the Sydney Opera House.

To elevate the craft of this project, the plan was to commission 10 New Zealand artists to create intricate, picturesque landscapes that they have a personal connection to. Which would then be printed on the doormats.