Kahu Ora showcased the world’s largest collection of Māori cloaks – among the most precious taonga (treasures) to Māori and stunning in their artistry and diversity. Living cloaks carry powerful stories of their weavers and wearers and are a continuing link between ancestors and descendants. The campaign had a diverse audience to connect with: from Māori of all iwi and age groups to international tourists and fashion and textile enthusiasts. The challenge was to devise a campaign that took precious collection items that, while inherently beautiful, had historically been imaged as static inaccessible museum pieces, and give them a compelling contemporary voice.
Kahu Ora: Living Cloaks was a finalist for the Ngā Aho Awards in the 2012 Designers Institute Best Awards.