As NZ’s national carrier, Air New Zealand attracts a lot of love and loyalty just for being themselves. Their nurturing service is accompanied by a distinctly Kiwi tone of voice… real, in the know, proffered with gently acerbic sarcasm. So, for Christmas, we chose to love NZ back with an outdoor campaign that blanketed the major cities in affirmations, encouraging the nation to persevere through the f**king festive season.

We wrote scores of headlines. I’ll show them to you if you ask nicely.