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Taika Waititi's Global Cinema Campaign: A Blueprint for NZ Talent in International Marketing
Acclaimed New Zealand director Taika Waititi has helmed a new brand campaign for Vue Cinemas, titled 'Feel it forever'. This global initiative showcases the power of cinematic experience and highlights the increasing demand for unique creative voices on the international stage, including those from Aotearoa.
What Happened
- •Vue Cinemas launched a new brand campaign, 'Feel it forever', on 4 May 2026.
- •The campaign's brand film was directed by New Zealand's Taika Waititi.
- •The creative agency behind the campaign was Hijinks.
- •The initiative aims to evoke the emotional impact and lasting memories of the cinema experience.
- •The campaign emphasizes the unique value proposition of physical movie theatres.
- •The news was reported by StopPress on 4 May 2026.
Why It Matters for NZ Marketers
- •This demonstrates the global appeal and marketability of New Zealand's creative talent, offering inspiration for local agencies and production houses.
- •It reinforces the potential for NZ brands to leverage internationally recognised Kiwi personalities for their own campaigns, enhancing credibility and reach.
- •The campaign's focus on experiential marketing provides a case study for NZ brands looking to differentiate in a crowded digital landscape.
- •It highlights the enduring power of storytelling and high-quality production in marketing, regardless of the medium.
- •For NZ marketers, it signals opportunities to collaborate with local talent who possess global creative standards.
- •The emphasis on the 'forever' feeling resonates with NZ consumers' appreciation for authentic, memorable experiences.
Strategic Implications
- •NZ marketers should consider integrating high-calibre creative talent, local or international, to elevate brand storytelling and emotional connection.
- •Brands can explore experiential marketing strategies that tap into fundamental human emotions, mirroring the cinema's 'feel it forever' message.
- •Agencies should actively cultivate and promote local creative talent to attract international projects and elevate NZ's standing in global advertising.
- •Invest in premium content creation that transcends mere product promotion, focusing on brand narrative and consumer experience.
- •Consider the long-term emotional impact of campaigns, rather than just short-term transactional gains.
- •Explore partnerships with cultural figures who embody brand values and can authentically connect with audiences.
Future Trend Signals
- •Continued globalisation of creative talent, with NZ directors and artists increasingly sought after for major international campaigns.
- •A growing emphasis on emotional marketing and immersive brand experiences to cut through digital noise.
- •The resurgence of traditional media (like cinema) finding new ways to position itself against digital competitors through unique value propositions.
- •Brands prioritising authentic storytelling and high production value to build deeper consumer relationships.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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