JCDecaux is celebrating the culmination of its successful two-year partnership with concept and creative studio Haumi to showcase Māori art and cultural connection through the Pae Ātea kaupapa.
The latest campaign, Tuku Taniwha, will be displayed across JCDecaux’s digital network during April. The tuku (campaign) is inspired by the different traditions that remember and record taniwha and their presence through time. It features the simple "taniwha" wordmark, expressed in diverse forms to encourage open interpretation and reflection of our environment.
Phil Eastwood, General Manager JCDecaux New Zealand, said it has been a privilege to partner with Haumi and showcase Māori tradition and culture to a mass audience.
"Like many countries New Zealand has evolved into a multi-cultural environment with people arriving here from all over the world. As our country grows, there has been an increased focus on celebrating and elevating the unique stories embedded in our land, Aotearoa New Zealand.
“Our collaboration with Haumi has brought Māori storytelling to the national JCDecaux digital network, creating a stage to inspire a mass conversation through a te ao Māori worldview. Our hope is that through Pae Ātea, New Zealanders will have given a moment in the everyday to reconsider our connection to people, place and community, build shared understanding and enrich their daily lives. We’re proud of what Pae Ātea has achieved both creatively and in terms of deepening conversations throughout our communities.”
Over the last two years, Pae Ātea, which translates as "open horizon", has utilised JCDecaux digital billboards to form a public gallery for Māori art and storytelling, enriching urban spaces with narratives, design, and thoughtful provocations. The two-year project was planned to enable the expression of Māori identity and to celebrate connectivity: to one another, to a sense of place and to shared histories.
Since the partnership started, Māori perspectives and storytelling have been presented to over 2.8 million New Zealanders across the JCDecaux network on some of the busiest intersections in Auckland. Exhibitions have ranged from Tuku Mātauranga (knowledge and the written word) and Tuku Taiao (nature and environment) to Tuku Wā (past and future) and Tuku Whenua (the birth of Auckland, in partnership with Ngāti Whātua Ōrākei).
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About JCDecaux
JCDecaux is the number one out-of-home media company worldwide, with more than 1 million advertising panels in more than 80 countries and more than 13,000 employees. Incorporated in 1964 in France, JCDecaux was listed on the Paris Stock Exchange in 2001. JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.
Key figures
2023 revenue: €3,570.0m (a)
N°1 Out-of-Home Media company worldwide
A daily audience of 850 million people in more than 80 countries
1,056,833 advertising panels worldwide
Present in 3,918 cities with more than 10,000 inhabitants
11,650 employees
JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indexes
JCDecaux is recognised for its extra-financial performance in the FTSE4Good (3.4/5), CDP (A), MSCI (AA), Sustainalytics (13.7), and has achieved Gold Medal status from EcoVadis1st Out-of-Home Media company to join the RE100
Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
N°1 worldwide in street furniture (630,196 advertising panels)
N°1 worldwide in transport advertising with 153 airports and 258 contracts in metros, buses, trains and tramways (319,081 advertising panels)
N°1 in Europe for billboards (85,743 advertising panels worldwide)
N°1 in outdoor advertising in Europe (708,620 advertising panels)
N°1 in outdoor advertising in Asia-Pacific (165,292 advertising panels)
N°1 in outdoor advertising in Latin America (91,682 advertising panels)
N°1 in outdoor advertising in Africa (25,337 advertising panels)
N°1 in outdoor advertising in the Middle East (21,300 advertising panels)