Stuff contributes to New Zealand culture by connecting people to the stuff they want, stuff that matters, and to one another. With the erosion of trust in news organisations, and the increase of new players entering the market, Republik was challenged with the task of creating a campaign to launch and firmly establish Stuffs territory of constructive journalism. Constructive journalism is a way to break the cycle of news fatigue, provide Kiwis with a different perspective and connect with what matters and with one another.
We created a visually striking and compelling OOH campaign championing Stuffs journalism with New Zealanders - What Matters To You? Stuff.co.nz wants us to be immersed in the matters that make us who we are. Understand our unique place in the world. Make the news personal and relevant again. Not entertainment.