Outdoor ad: Tourism New Zealand: Welcome to Middle-earth

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With the world premier of ‘The Hobbit – An Unexpected Journey’ taking place in Wellington, specially invited international guests, the media, travellers, and fans from the world over touched down at Auckland International Airport, ready for a Middle-earth adventure.

With #realmiddleearth starting the moment passengers disembarked, we wanted to greet them with something special. So we installed a 23-meter lenticular installation, which cleverly exploited the one-way nature of the space it occupied. As visitors walked by on their way to immigration, Tolkien-inspired illustrations created by the team at Weta workshop, seamlessly morphed into our real photographic images of New Zealand experiences and landscapes. Warriors turned into travellers, rock giants into mountains and wizards into vintners.

Some 70,000 people walked past/through the installation during premier week alone.