NZ On Screen has launched its biggest brand campaign in 18 years, partnering with independent creative agency Coles & Co to support the relaunch of its redesigned platform and encourage New Zealanders to reconnect with the country’s screen heritage.
Titled ‘Find What You’ve Been Missing’, the campaign is designed to coincide with the platform’s largest evolution since launching, positioning NZ On Screen as the home of both beloved Kiwi classics and lesser-known local stories waiting to be discovered.
Built on the insight that nostalgia is something audiences actively seek out, the integrated campaign celebrates the television personalities, films and programmes that have shaped generations of New Zealanders, while introducing a new audience to Aotearoa’s screen culture.
“Every New Zealander has memories shaped by what they’ve watched on screen. From Billy T. James to Susie Cato, Dr Ropata to Paul Holmes, these aren’t just television personalities or programmes – they’re part of our collective story,” said Renee Williams, creative director at Coles & Co.
“We wanted to celebrate that nostalgia while reminding people that NZ On Screen is where those memories live, alongside countless Kiwi stories many of us have never had the chance to discover.”
Launched in May, the campaign spans cinema, TVNZ+, Meta, digital display and out-of-home, bringing decades of New Zealand screen culture into a contemporary digital experience.
According to NZ On Screen, the campaign helped deliver the platform’s strongest month on record. The refreshed platform now offers more than 120 New Zealand feature films to rent alongside thousands of free local titles. Traffic in May increased 67 per cent above the monthly average, while its social channels gained almost 16,000 new followers.
Alice Casserly, publicity and marketing manager at NZ On Screen, said the relaunch represented a major milestone for the charity.
“This relaunch marks a significant new chapter for NZ On Screen. We’ve created a platform that makes it easier than ever for audiences to discover and enjoy New Zealand screen stories, and this campaign captures exactly why those stories matter,” she said.
“It’s an invitation for people to reconnect with the stories that have shaped us, while helping a new generation discover them for the first time.”
The platform relaunch was celebrated at an industry event in Auckland last month, attended by representatives from across New Zealand’s screen industry, including NZ On Air, the New Zealand Film Commission, Ngāti Whātua Ōrākei and MP Nancy Lu, representing Arts, Culture and Heritage Minister Paul Goldsmith.
Credits:
Creative Agency: Coles & Co
Executive Creative Director: Jon Coles
Creative Director: Renee Williams
Client Service Director & Strategy: Carla Tamahori
Senior Writer: Mike Ramsay
Senior Designer: Dan Sulit
Senior Producer: Sara Pethybridge
Senior Video Editor: Tom Mannion
Sound Mix: Factory Studios
Client: NZ On Screen / Digital Media Trust
Client Contact: Alice Casserly, Publicity & Marketing Manager
