‘The Hobbit: The Desolation of Smaug’ premiere was held in Los Angeles, 10,771 kilometres away from where it was filmed. There was a risk that New Zealand’s role in the film would get lost amongst all the hype.

To place our country back on the world stage we took a piece of New Zealand to LA in the form of the world’s biggest pop-up book. ‘The Book of New Zealand’ was the size of two tennis courts and showcased the four key filming locations, bringing to life the stunning scenery and sets as they were in the film, and giving media and public alike the chance to wander around a little piece of New Zealand.

The premiere after-party and media interviews were held on the book, with the stars declaring their love for New Zealand, while standing in a replica of it. Plus 3 awards, but that’s less important.

CREATIVE. COPYWRITING. ART DIRECTION.