Working as a series of 4, these poster hit on 4 main cultural aspect of the Maori. That being their facial tattoos, weaving, wood carving and symbolic stories. In each, rather than to title each poster as 'Maori', which gives no context, it is changed to its Maori translation. This promotes their unique language which will help draw interest to the campaign. Despite the seemingly large amount of copy on the poster, the large set type is quick to read, proving the reader with brief yet appropriate information to educate them about the culture. The tone of voice is informational yet engaging to make learning about the Maori interesting.
The simplicity of the art direction focuses the readers attention onto their cultural artefacts. The graphic art style and high contrast colour scheme is aimed to stay away from most cultural campaigns today who utilise high impact imagery to showcase their people. Through this art direction, the campaign avoids adding to the already stereotypical image of the Maori. With no preconceptions, the information becomes new to the reader making it more effective in communicating its message.
As much as it is useful to learn about other cultures however, the best way to experience them is to visit the culture itself. Hence the posters aim to guide readers onto their national website. NewZealand.com is an effective and professional platform that provides readers contextual knowledge on New Zealand and its indigenous people. By making learning about the country and easy and attractive way, it encourages people to book a trip there which can be done on the website itself. This in turn will help tourism and bring New Zealand and its culture more exposure.
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