Inland Revenue NZ: A statue of myself.

Inland Revenue NZ had an identity problem, people saw them as only as tax agents, when they do so much more. The Working for Families initiative gives financial assistance to those that need it. Unfortunately, not only do people not apply, they actively avoid it, thinking they’re going to be taxed more.

So, we created a campaign that cut through traditional governmental messaging, and instead asked kids to draw what they’d do with the money. We let their imaginations run wild, bringing their illustrations to life in a series of light hearted videos, OOH, and targeted digital advertising. We then encouraged people to imagine what they’d do with the money, and find out if they were eligible.