Saatchi & Saatchi NZ Marks Office Move With 'Home Is Where The Art Is' OOH Campaign

Publicis Groupe Aotearoa has relocated its Auckland-based agencies after 35 years in The Strand building, and Saatchi & Saatchi NZ have launched an out-of-home campaign,  'Home is where the art is', to mark the moment.

Whilst "advertising our own brand has always been part of Saatchi’s DNA," Saatchi & Saatchi CEO Mark Cochrane told LBB of the campaign, it was born from seeing the move as "a cultural moment worth marking.

"‘Home is where the art is’ a fun and energising way to pay tribute to the buildings creative legacy, but more so celebrate the art on the walls, and create art of our work, and the people who create it now," he said.

"It’s not just a one-off either. We’ll continue expressing it at Sale Street, especially through our connection with emerging New Zealand artists and our new partnership with the NZ Art Foundation.

Creating work for itself, rather than for a client, means the work feels extra special to the team. "Like all good ideas, it started with a strong insight and flowed naturally from there," said Mark.

"What made it special was seeing the team rally around the production. It meant something more. They’re a bunch of legends."

As for what he hopes people will take away from the work, Mark quipped, "That 'Nothing is Impossible', no matter where you’re doing it. And hopefully, it means your taxi driver knows exactly where to go when you say, 'Saatchi & Saatchi.'

"The Strand was a huge part of history and culture for over 35 years, not just for Saatchi & Saatchi, but for the New Zealand creative industry and New Zealand popular culture," Saatchi & Saatchi NZ CEO Mark Cochrane told LBB.

"It housed decades of stories, ideas, and incredible people. We wanted to honour that legacy properly. But equally, it was time to turn the page and get on with the next chapter and body of work – now from Sale Street."

Whilst The Strand has years of creative history attached to it, Mark said the new space is "a physical expression of our belief that 'Nothing is Impossible.'

"The next paradigm of creativity in our industry requires more connected culture, seamless collaboration, and globally leading capabilities that constantly evolve. That’s the essence of the Publicis Connected Platform, and Sale Street has been purpose-built to deliver on that -- for our team and our clients. Since moving in, we’re already feeling the impact, our team love it. And yes, the heating works, and trucks don’t crash into the building anymore."

Saatchi & Saatchi NZ, MBM, Spark Foundry NZ, KiwiPlates, Publicis Media Exchange (PMX), Herd MSL, Breakout Room, Digitas, and digital business transformation company Publicis Sapient are now located at34 Sale Street in central Auckland.