Destination Campaign Concept
PAPUA NEW GUINEA
Aligned with the goals of PNG Tourism Promotion Authority, this Destination Campaign aims to further boost the awareness of Papua New Guinea as a popular destination for nature lovers and travelers in quest of extraordinary cultural experiences, and stimulate demand particularly within the European market. Although of a much broader appeal, the campaign takes into account especially the preferences and sensitivities of MATURE SOPHISTICATED WESTERN TRAVELERS. Affluent, wide-traveled and curious to explore less known places, they are comfortable with the relatively high cost of international and domestic airfare, and willing to pay premium prices for tourism products that contribute to nature conservation and benefit local communities.
While primarily designed to unleash the imagination of foreign travelers by showcasing Papua New Guinea's astonishing biodiversity and rich cultural heritage, the film series also strives to preserve the island's fascinating tribal rituals as part of the country's cultural heritage archive. Screened in schools and local community centers, the series further aims to inspire pride in ancestral wisdom and time-honored traditions among the country's young generation that is due to the rapid development and western influence extremely vulnerable to losing touch with their roots.
Entered in the annual PATA Gold Awards, the prestigious Webby Awards and National Geographic contests, the film series aspires to put a spotlight on PNG in the industry context, generate free media coverage and foster collaborations with travel agencies that enable PNG to penetrate new markets.
Humming volcanoes, towering mountains, dense jungles, crocodile-infested wetlands, and rugged coastlines . . . The difficult terrain not only kept the secrets of Papua New Guinea safe from the outside world for thousands of years, it also isolated the indigenous tribes from one another - fostering the rise of distinct cultures whose daily routines, customs, and spiritual beliefs were directly shaped by the landscapes they inhabited and the nature they were surrounded by. A fact that inspired the overall concept & structure of this Destination Campaign.
At the very heart of the campaign is a film series consisting of 10 sequels. Each episode will celebrate the fascinating customs of one individual tribe that inhabits a distinct eco-system, while revolving around a theme of deep cultural significance that resonates across all cultures.
While the tribe's bond and reverence to their natural surroundings will illuminate the source of beliefs and philosophical principals behind the rituals featured in each sequel, moving from one landscape to another, the series will gradually unveil the breathtaking sceneries and fascinating flora and fauna of highlands, rainforests and islands. . . to eventually provide a captivating 360-degree view of the entire country.
Focusing on emotions shared across humanity, and universal themes such as healing, the welcoming of a new life or the rites of passage, the series build a bridge between cultures - inviting the audience to look beyond the obvious fascination with the exotic & unknown, feel a genuine connection and discover an ancient wisdom that may hold the key to many riddles the modern world is facing today.
Kinavai ceremony honoring the tribe's arrival to the island and the seafarer tradition of shell money.
Mythical origins, mask making, ritual wear
REVERENCE TO NATURE SPIRITS
Praying mantas, dragonflies, sago beetles - totem worship & sacred carvings inhibited by spirits
Caves as a safe haven, place of sacred rituals and an ancestral sanctuary
Glass Man communicating with spirits, herbal remedies & healing rituals
RITE OF MANHOOD
Crocodile in mythology, architecture, carvings, hunt
FEMALE RITES OF PASSAGE
Facial tattoo, beauty rituals & courtship ceremony
WELCOMING OF NEW LIFE
Fire dance ceremony celebrating the birth of a child
PASSING OF KNOWLEDGE
3 months-long ritual, jungle seclusion, elders sharing their secrets
Smoked mummies looking after their descendants. Occasionally consulted on difficult matters.
East New Britain
East New Britain,
Morobe, villages of Aseki, Koke and Watama
Number of episodes: 10
Length: 10-12 min, story-driven
Format: Full Definition, MP4
INCLUDED MARKETING MATERIAL
2 teasers, 7 photographs & episode synopsis
Perpetual, exclusive, non-transferable,
non-sublicensable, worldwide distribution
across all channels
While the cultural theme of an episode directs both, the camera focus during the shoot as well as the story-finding phase in post-production, the employed art-documentary style foresees the emergence of secondary storylines and visual and contentual highlights that harness the power of the moment.
A score consisting of multiple evocative songs is used to support the flow and dynamics of the story, to convey the underlying mood and to heighten the emotional charge of certain scenes. Seamlessly blending together with tribal singing, indigenous instruments and ambient sounds of nature, the powerful soundtrack aids in authenticity and facilitates a truly immersive multi-sensory viewing experience.
Accompanying narratives illuminate the beliefs behind the spiritual practices & the cultural significance of sacred places, and provide insights into the fascinating flora and fauna featured in the corresponding sequel.