Agency Network: 
July 2020


To combat everyday racism that exists in New Zealand, the NZ Human Rights Commission and Clemenger BBDO Wellington created an online experience that challenges anyone to put themselves in the shoes of someone on the receiving end of racism.

By visiting the website, every user has a unique, unpredictable experience, allowing them to feel the overwhelming impact of incessant racism. Celebrated filmmaker and anti-racism advocate Taika Waititi gives his voice to deliver the hundreds of micro-aggressions which came from personal experiences of real people from around New Zealand.

“The site is designed to be endless, with micro-aggressions coming at you from all directions,” says Brigid Alkema, Executive Creative Director of Clemenger BBDO. “The aim of the project was to collect the raw, ugly truth, and present that in a way that lets you sit with that burden as intimately as possible. This experience is inherently a challenge. One you have to actively choose to opt into, ready to come face-to-face with that ugliness, willing to do the work and learn.”

Listeners can unpack their personal journey through the website experience, by exploring what they’ve heard and learning how to recognize and challenge racism in their own lives.

Integrated advertisement created by BBDO, New Zealand for New Zealand Human Rights Commission, within the category: Public Interest, NGO.

Advertising Agency: Clemenger BBDO Wellington, New Zealand
Media Agency: OMD Wellington
Production Company: Assembly
Production Company: Curious Films
Research: Premium Research
Music and Sound Design: Beatworms
Voice: Taika Waititi
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