Outdoor education and adventure organisation Outward Bound New Zealand has appointed jnr. – the independent, trans-Tasman, effectiveness-led agency – for brand strategy and creative duties.
Outward Bound New Zealand is a charity, specialising in helping people realise their full potential through outdoor education, challenge and adventure. Their mission is ‘Better People. Better Communities. Better World. Kia whanake ngā tangata. Kia whanake ngā whānau. Kia whanake te ao.’
The charity provides a unique opportunity for people to fully disconnect from technology, and reconnect with themselves, with others and with nature.
Crystal Kaiwai, Ngāti Porou, Outward Bound’s head of marketing and digital/Kaitohu Whakatairanga/Matihiko said Outward Bound is entering an exciting phase of growth and needs the right partners to bring their mission and vision to life. “Outward Bound is at an exciting juncture, where growth and deepening our impact are key. Partnering with jnr. felt like a natural choice – they bring a smart, design-led approach to problem-solving that aligns with our ambitions. Their understanding of our mission and commitment to helping us reach more diverse Kiwi across Aotearoa makes them the ideal partner. The next 2-3 years are pivotal as we build and expand the brand, and we’re confident jnr. is the team to help us lead this shift.”
jnr. co-founder and managing director John Marshall, Ngāti Maru, Ngāti Hāua, Ngāti Maniapoto said the agency is incredibly proud to be appointed the business, given the importance of what the organisation provides for Aotearoa. “We feel very fortunate to work on such an iconic brand here in Aotearoa. It’s also pretty rare to work with a business that is legitimately trying to make the world a better place. Lots of businesses have that ambition or purpose, which is great, but it’s not really what they make, produce or provide. With Outward Bound, that is exactly what they do! Aotearoa has done it a little tough over the last few years, so to be able to help people obtain skills that will benefit them and their communities – for life – is extremely motivating and exciting.”
jnr. Co-Founder and Chief Strategy Officer Ryan O’Connell said a unique business, with a unique proposition and unique opportunity, is a fantastic challenge. “I thought I’d worked in every category and faced almost every problem – John will say that’s just because I’m old – so it was a little humbling, but awesome, to have the opportunity to work with Outward Bound. Crystal and the team have a bold ambition, and we look forward to partnering with them to help achieve it. The fact Crystal and we already suspect advertising isn’t the solution, is awesome validation of our agency belief that effectiveness can be achieved in many different ways”.
