This was also the first year bring in Matapopore Charitable Trust as cultural partner. The theme was Tūrangawaewae — the intrinsic relationship between a person and the place where they feel most empowered and connected. Asking ourselves ‘how do people show where they belong?’, and working in collaboration with artist Morgan Mathews-Hale, we created a flag as a universal symbol that connects people to place.

The campaign was brought to life through landscape photography by Nancy Zhou, along with video and motion assets from Resonate for the event weekend. The flag becoming a rallying motif to tie everything together, celebrating Ngāi Tūāhuriri values and creating a space were people felt they could belong.