Moana Festival Campaign 2025

Tataki Auckland Unlimited

The Moana Auckland festival is New Zealand’s Ocean Festival debuted in the summer of 2024. It delivers a unique line-up of events which capture the spirit of summer, the power of the ocean, and the cultural heartbeat of Tāmaki Makaurau.

VISUAL IDENTITY | MOTION DESIGN | PRINT | DIGITAL & INTERACTIVE DESIGN | CAMPAIGN DESIGN | COPYWRITING

Following a successful debut in 2024, Moana Auckland - New Zealand’s Ocean Festival, returned for its second year with a mission to celebrate the power of the ocean, the spirit of summer and the cultural heartbeat of Tāmaki Makaurau. Uno Loco was asked to reignite excitement for the 2025 festival through a fresh campaign that built on the visual identity we had created the year prior.

People watching a large digital screen with event information about Moana Auckland Ocean Festival, held from January 27 to March 9, 2023.
Multiple smartphones displaying promotional pages for Moana Auckland, a New Zealand ocean festival, with dates from January 27 to March 9, and a dark blue background with gold accents.
Open magazine featuring a page with large yellow text "AHOY THERE!" on a blue, marbled background. Smaller text under it reads "Good vibes, great times. On water, off water. This summer, it`s all on!" with event details for MOANA AUCKLAND from January 27 to March 9, 2023.
A billboard advertising the Moana Auckland New Zealand Ocean Festival with event details and a QR code, mounted on a brick wall in an urban setting.

Opportunity

Moana Auckland isn’t just a festival - it’s a citywide celebration of connection to the Waitematā Harbour, sustainability, and innovation across the marine sector. The challenge was to craft campaign assets that reflected this depth of meaning while still feeling fun, summery and inclusive. We wanted to draw Aucklanders and visitors alike to the waterfront, giving them reasons to explore and rediscover their city through the festival lens.

Our response

We developed a vibrant suite of campaign assets spanning OOH (Out of Home) print and digital. Each piece was designed to spark curiosity and capture the festival’s energy - from teaser content and entertainment line-ups to storytelling about the people and projects behind Moana Auckland.

To extend the experience beyond traditional media, we designed a digital treasure hunt across the waterfront. Participants scanned QR codes linking to a custom-built web app that guided them through six themed zones, each with interactive activities and questions inspired by the space around them. The result was an engaging, tech-driven experience that encouraged real-world discovery and connection to the harbour.

What made it special

By blending creativity, technology, and place, the 2025 campaign transformed the festival experience into an interactive city adventure. The digital scavenger hunt became a highlight of the summer - a playful invitation for Aucklanders to reconnect with their waterfront while celebrating the ocean that shapes the city’s identity.

Four framed posters on a wall promoting Moana Auckland New Zealand's Ocean Festival.
Flag for Moana Auckland New Zealand's Ocean Festival flying in the wind against a blue sky with clouds.
A person holding a smartphone is scanning a QR code on a circular promotional sign for the Moana Auckland Ocean Festival, which has a blue background, a red and blue sailboat illustration, and text promoting a treasure hunt and outdoor activity.
Outdoor scene at Moana Auckland New Zealand's Ocean Festival with people walking past festival banners and structures. Urban buildings and a partly cloudy sky are in the background.