Over the years, the study and its findings have become massively influential in informing the likes of social policy, government initiatives and even the vitamins in our food. But these things don’t mean much to a 13 year old – and concerns were rising about declining involvement rates as its participants grow older and more independent.
Our brief was to help the University of Auckland reconnect with their young participants, and show them how powerful their involvement in the study is, in a way that’s, well, ‘not lame’.
So in collaboration with Vans, we created the 6000s. The first data report you can wear. Using the data from the study’s participants, these are the ultimate weekend shoes for rangatahi. For the first time, Growing up in NZ gave its participants a tangible manifestation of just how awesome the data that they provide truly is.
From their feelings around independence (resulting in a hidden spare key pocket) to the causes they’re most passionate about — every element of these shoes has been crafted to reflect their data back at them.
We launched the shoes via a bespoke microsite, launch video, social assets and an email campaign for the lucky winners
Campaign development
Content production
Motion graphics design
Digital design
Webflow development
Data visualisation
Film production
