Viaduct Harbour presents 'WHAEA' for Matariki ki te Manawa

Developed by Tuhirangi Blair, 'WHAEA' celebrates the extraordinary wāhine in the Viaduct Harbour community. Presented by Viaduct Harbour for Matariki ki te Manawa.

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In celebration of Matariki ki te Manawa, Viaduct Harbour presents ‘WHAEA’ – a campaign that shines light on the extraordinary wāhine in the Viaduct Harbour community, developed by London-based Māori Creative Director Tuhirangi Blair (Ngāti Whātua, Ngāi Tūhoe, Ngāti Awa).

Captured on 35mm film by photographer Leilani Heather and video by Rob Byrne, WHAEA (Aunty) celebrates the inspiring 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 influence 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.”

Drawing reference to Hiwa-i-te-Rangi, the campaign touches on the following themes: ‘Hope & Aspiration’, ‘New Beginnings’ and ‘Brighter Future’.

Watch WHAEA now on Viaduct Harbour’s YouTube channel.

Creative Director – Tuhirangi Blair
Photographer – Leilani Heather
Videographer – Rob Byrne
Hair – Adrian Deng at Anco Studio
MUA – Liz Hyun
MUA Assist – Imogen Lydon