In 2023, we partnered with WellingtonNZ and creative agency EightyOne to launch a bold, attention-grabbing stunt in the heart of New York City - a two-metre-tall ESC key inviting New Yorkers to “escape” to Wellington, the world’s capital of life/work balance.

Set in Big Screen Plaza, the giant key matched curious passersby with real job opportunities in Wellington and delivered a digital ticket to explore life in the city. The Esc(ape) to Wellington campaign was designed to cut through, and we made sure it did.

From shaping the concept to designing for media impact, we brought PR thinking to every stage, creating a moment that earned global headlines and tapped into a bigger narrative: Americans looking to New Zealand for a better way of life.

Key achievements:

• Secured global media coverage for a one-off campaign moment
• Matched thousands of job seekers with real roles in Wellington
• Positioned the city as a fresh alternative for talent seeking better balance

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