Outdoor ad: Omaka Aviation Heritage Centre: Omaka

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Top 6: February 13th 2008

The Omaka Aviation Heritage Centre has been described internationally as the world’s best World War 1 aviation museum. Conceived by director Peter Jackson and created by his Lord of the Rings special effects team, Weta Workshop, the ultra-real exhibition literally transports you back to the battlefields of WW1. Due to its somewhat remote location, however, it has poor awareness in New Zealand. To coincide with Omaka’s one-year anniversary, Clemenger BBDO wanted everyone in Wellington to realise that the most authentic WW1 aviation experience on earth was right on their doorstep. They created a campaign that was in itself an authentic World War 1 experience. In this era of new technologies and new media, their solution was low-tech: send the message out using carrier pigeons. To achieve this they employed the Wellington Racing Pigeon Association and 289 pigeons to transport an entire billboard skin from Omaka in the South Island of New Zealand across the notorious wild Cook Straight to Wellington, New Zealand’s Capital city in the North Island.