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New Zealand Turns Landmark Into ‘World’s Biggest Needle’ After Vaccine Milestone
By Mikelle Leow, 16 Nov 2021
Image courtesy of TBWA\New Zealand
New Zealand, reputed for having one of the best responses to the COVID-19 outbreak in the world, also ranks high in its vaccination share. The nation has reached an 80% rate and is now setting its sights on 90%.
To celebrate the 80% milestone, New Zealand Media and Entertainment (NZME) and Sky City, together with advertising agency TBWA\New Zealand, lit up the iconic Sky Tower and transformed it into the “world’s biggest needle.” The landmark dominates the Auckland skyline, drawing the gaze of the public to the illuminated needle-like structure.
“It started when one of the team noticed the Sky Tower looks like a giant needle, and creating an experience around this became one way to do our bit in getting behind New Zealand’s vaccination effort,” says Shane Bradnick, TBWA\Auckland’s Chief Creative Officer.
For the full dose of impact, the building flashes cheeky injection-inspired jabs like “we’re at the pointy end” and “we’re within arm’s reach.”
Image courtesy of TBWA\NZ
The installation not only congratulates Kiwis for the milestone but also encourages more participation with the hope to achieve a 90% vaccination target by Christmas, a goal NZME’s New Zealand Herald is promoting in its editorial The 90% Project.
“There’s nothing more important right now than encouraging all Kiwis to get their vaccinations so life can get back to something resembling normal and we can all enjoy a Christmas holiday,” Bradnick elaborates.
[via TBWA\New Zealand]
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