New Zealand is paradise on earth. But behind the beautiful scenery is an ugly truth. It’s also home to some of the worst inequality in the developed world.

To make complacent New Zealanders aware of this unseen reality, the team at Ogilvy created New Zealand Truism, a social media campaign made entirely from stock that parodied an NZ tourism launch. Hidden within it were shocking home truths that subverted the idillic image many New Zealanders still believe in.

We teased the campaign on social by juxtaposing stunning landscapes with unsettling facts, before a series of Human Rights ‘Must-Dos’ set out a fresh vision for New Zealanders to aspire to.