THE BREAK DOWN
We were asked to create the print and TVC campaign for the Christchurch Arts Festival. The event is New Zealand’s most prominent arts event and the premier showcase of New Zealand arts and culture.
We created the campaign around the concept of a plant-like creature that the city called the “Snow Orchid”. The city ( to our surprise) built a full-size model ( 9 meters tall ) based on our design.
The event was opened by the prime minister of New Zealand, who told the crowd she would happily pitch a tent in the square (in front of the Snow Orchid) for the duration of the event.
“ Being able to walk underneath the bulbous heads of the Snow Orchids as in a jungle canopy, and to stare up and contemplate the beautifully foreign organism, is highly amusing in a very surreal way. That they exist in three dimensions convincingly persuades us of their reality, if only for a moment.
The orchids have become the icons of the festival, and have undergone the transformation from lavish promotional posters to fully inflatable stars in their own right.
Would it be too huge a favor to ask if after the festival the orchids could be displayed in the chalice?”