In celebration of Matariki ki the Manawa, Viaduct Harbour is proud to present ‘WHAEA’, developed by London-based Māori creative director Tuhirangi Blair (Ngāti Whātua, Ngāi Tūhoe, Ngāti Awa).
Drawing reference to the whetū (star) Hiwa-i-te-Rangi, which embodies hope and aspiration, WHAEA (Aunty) celebrates some of the inspiring wāhine leaders who are carrying forward Viaduct Harbour’s legacy and shaping the future of the precinct, featuring Tarati Blair-Hunt (Ngāti Whātua Ōrākei) Olivia Carter (Soul Bar & Bistro) and Emma Rogan (Hello Beasty).
Blair explains his inspiration behind the campaign:“As someone who's been blessed with amazing Aunties who deeply influenced my creative journey, this campaign is a personal homage to them and all the phenomenal women who inspire us every day.” ‍
Blair continues, “The campaign focuses on the star Hiwa-i-te-Rangi which embodies hope and aspiration. Her name translates to "vigorous of growth in the sky." During Matariki, the Māori New Year, Hiwa-i-te-Rangi signifies a time for setting intentions and planning for a prosperous future. She also connects us to our ancestors, as honouring them is key to achieving future success.”
The three-part series will focus on the following themes: ‘Hope & Aspiration’, ‘New Beginnings’ and ‘Brighter Future’.
WHAEA will be released on Viaduct Harbour’s UA-cam channel on Thursday 20 June, to be shared and enjoyed throughout the Matariki period.
Creative Director - Tuhirangi Blair
Photographer - Leilani Heather
Videographer - Rob Byrne
Hair - Adrian Deng at Anco Studio
MUA - Liz Hyun
MUA Assist - Imogen Lydon