Pure New Zealand

Tourism New Zealand is inviting the world to ‘Find your 100%’ with a bold new global campaign created by TBWA\New Zealand.

Marking 25 years of the iconic 100% Pure New Zealand brand, this campaign is all about personal fulfillment—encouraging travelers to discover what makes their own experience in Aotearoa truly unforgettable. From standing under a waterfall to meeting a real kiwi in the wild, every moment is designed to feel deeply immersive and authentic.

Whether you’re seeking reconnection with nature, adventure, world-class cuisine, or something uniquely personal, ‘Find your 100%’ captures the spirit of New Zealand and inspires you to move it from your bucket list to your “book it” list.

Agency: TBWA\New Zealand

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