They say half the fun is getting there, and that’s precisely the philosophy employed by Melbourne Agency, The Reactor in its first campaign for client Macpac.

Shot in Queenstown, New Zealand with Hell Studios’ photographer Chris Daile, the new ‘Whatever your adventure’ campaign follows the journey of a Macpacker from start to finish of their adventure – including conquering the airport and local roads leading into the national park.

The campaign will appear instore, online as well as in large format print, outdoor and press executions.

“Starting a relationship with a new client is always fun and exciting. But when you throw in the sense of adventure Macpac embodies, the process can escalate pretty quickly,” said creative director Nick Brown. “The ‘Whatever it takes’ campaign was a wonderful, whirlwind affair. We took just over 4000 images over three days. It was pretty intense. But the results were amazing. Full credit to Chris Daile and the client for trusting the team to deliver such a great result.”

The campaign has already started to appear in New Zealand, with a full rollout, including Australia, is expected in the following few months.