RUN
Manaakitanga Pencil
3D test
Photogrammetry / Interactive
The Manaakitanga Pencil in 3D is a unique and culturally significant way to recognize and celebrate excellence in design and advertising, while also honoring te ao Māori and indigenous voices. This innovative approach not only pays homage to traditional Māori carving but also showcases the integration of indigenous perspectives in the modern creative industry.
Weaving indigenous voices through advertising and design. RUN Aotearoa are a creative agency, authentically bridging the gap between te ao Māori and the advertising and design world.
The D&AD Awards, also known as the Design and Art Direction Awards, is a prestigious international awards program that celebrates creativity and excellence in design and advertising. It recognizes outstanding work across various creative disciplines, including advertising, design, digital media, film, and more. The awards are organized by D&AD, a British non-profit organization that aims to inspire, celebrate, and nurture creative excellence in the creative industries.
D&AD Awards are highly regarded in the creative community and are known for their stringent judging process, with only the best and most innovative work receiving recognition. The awards aim to set industry standards and inspire creativity by showcasing exceptional projects and campaigns. The categories cover a wide range of creative fields, from graphic design and illustration to branding, typography, and advertising campaigns.
Winning a D&AD Award is considered a significant achievement and often a testament to the quality and originality of the work. The awards ceremony is a notable event in the creative calendar, bringing together professionals from around the world to celebrate and honor exceptional creative achievements.
Manaakitanga
is a powerful way of expressing how
Māori
communities care about each other's wellbeing,
nurture relationships, and engage with one another.
Manaakitanga also extends to the whenua
that needs care in order to ensure sustainability for future generations.
Manaakitanga
is a powerful way of expressing how
INDIGENOUS
communities care about each other's wellbeing,
nurture relationships, and engage with one another.
Manaakitanga also extends to the whenua
that needs care in order to ensure sustainability for future generations.
BRIEF:
AR+guide™ App
A mobile App for iOS & Android that allows the user to view the Pencil at specific locations of the participating Agencies.
Agencies would “sign up” for the Pencil indicating their awareness & willingness to participate in a commitment to cultural capability & capacity.
A Pencil will be viewable with the App - geospatial placement of a 3D animated Pencil above their building location.
The participating Agencies can display a Whāinga - Mission Statement that is validated by the Manaakitanga Pencil App in AR+.
The App will involve a reference of Māori ethics framework - whakapapa (relationships), tika (design), manaakitanga (cultural and social responsibility), and mana (justice and equity).
The Pencil is installed as an augmented reality object inside the Agency space & may be viewed with the App - only in designated spaces. There is potential to apply the Pencil to events & locations where Manaakitanga is applied.
A map will inform users of locations where
