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A celebration of people and place
Eden Park Community Campaign

Eden Park holds a special place in the hearts of New Zealanders, and has added so much to its community. Captivated by local photographer Lee Howell’s exhibition featuring the faces and people of Kingsland, Eden Park’s CEO Nick Sauter asked us to do the same to tell the stories behind this unique venue.

The strategy

What Nick loved about Lee’s exhibition was that it reached behind the personalities – and at Eden Park, personalities abounded.  Nick wanted to create a campaign which would engage the community, personalise their brand, and bring the Park to life. 

And so the “Our Neighbourhood” campaign was formed, telling the stories, triumphs, history and honour of Eden Park, through the eyes of those who loved the stadium.  These stories make up the Eden Park 'neighbourhood', and they are so much more than bricks and mortar.

The creative

This neighbourhood knows and loves its Park.  It was our job to draw out the stories behind the photographs, and to celebrate the people behind this iconic New Zealand stadium.

We met, interviewed, and wrote stories for each of the intriguing 25 people who fronted the exhibition. From the man whose first memory of Eden Park was camping outside to gain the best Lions Tour tickets in 1966, to a front of house waiter, the groundsman, and a young boy who thought Richie McCaw was the be-all and end-all of his rugby passion.

This was a once-in-a-lifetime project. The exhibition featured over 100 images through the walls and halls of Eden Park for 12 months.  A celebration of community, place and a passion for sport through the eyes of Eden Park's people.