This, now annual, competition was conceived to raise the profile of the brand and deliver against commercial objectives, whilst asking New Zealanders to consider their society and environment through a different lens.

Initially, an in-magazine competition with a calendar as added value, the campaign was enhanced each year through the addition of categories, extensive PR and a touring photographic exhibition, thereby extending reach.

It delivered against many goals, including: increased circulation and advertising revenue, brand awareness, and the recruitment of key industry talent.