FlyNgā Mata A Te Ariki A Tāwhirimātea
Submission # 206
Self-initiated – Tāku kaupapa
Innovation – Philosophical
Identity – People & Culture
Auckland, Tāmaki Makaurau
Feeling emotionally and spirituality drained by the Covid-19 lock down, we returned to work, eager to experience a refresh and a refocus. Matariki is a celebration of culture and connections between te taiao (environment) and tāngata (people). It is a season of transitioning into a new phase with responsibility and optimism. So to celebrate Matariki in 2020, we created this campaign to inspire us and our wider creative whānau and business community. We developed a brief around three principles: renewal, reflection and reconnection. This drove our design process and how we shared it with our community.
We created a special letter pressed artwork inspired by harmony and balance. The two large koru spirals are Matariki and Rehua, bound in an eternal embrace, with their 8 children nestled amongst them. Flowing out of this kāhui whetū (star constellation) are the haehae lines and rauru spirals, representing connections between taiao and tāngata and pathways to acknowledge our past and renew our vision for the future.
The artworks were supported by a guide on Matariki and how to gain renewal, reflection and reconnection. We shared karakia, whakataukī (proverbs) and mātauranga (traditional knowledge) about each star in the constellation, how they provide signs and guides that can shape our journey into the new year. These were sent as a koha (gift) to our wider work whānau - our staff, clients, supporters and creative community.
We also produced a campaign for our digital whānau, with engaging story telling about Matariki, how to view its heliacal rising between 13 - 16 July 2020, the sign of the Māori new year. Also, how to gain the renewal we all desired. Sharing this kōrero through multiple mediums and channels helped us engage as many people as we could and deepen their understanding of mātauranga Māori and tikanga Māori (Māori cultural knowledge and customs).
The response was rewarding, as a flood of engagement and expressions of hope and positivity flowed back to us from those who engaged in the work. We received many requests to download our content and to share it amongst our many clients and connections. What was most meaningful, was the collaboration between our team members as we revitalised our own whanaungatanga (relationships) after the extended lockdown.
We have staff from all over Aotearoa, Philippines, India and beyond. So for us, this was a natural extension of how we behave as a team of creatives, led by tikanga Māori. In this case, the principles of manaaki (kindness, thoughtfulness) tiaki (care and stewardship) and mahitahi (collaboration, team work) guided our mahi.
A special thanks to the work by Dr Rangi Matamua and his book "Matariki-The Star of the Year" and Te Wānanga o Aotearoa for their great work restoring this essential mātauranga Māori to the world. Nei mātou e tuku mihi ki a koutou.
Meaningful project, beautifully crafted for print and digital. Fly celebrates Matariki with the care this special moment deserved.
I like how the project is about all about connecting people together, from the impulse to the final gesture of gift.
Credits & Collaborators: Creative Director - Johnson McKay Design Director - Tim Hansen, Tanmay Desai Motion Design - Malachi McKay Designer - Jason Fantonial, Storm Smith Account manager - Tanya Smith, Kerira Tapene
More by Fly