We were tasked with pulling together a Press Release for a fashion collaboration between surf giant Quiksilver and Māori Pro-surfer Kehu Butler. There were 1,000 ways this campaign could have been misinterpreted by the New Zealand and global audiences, so we spent months in preparation seeking counsel from multiple Māori advisers across the fashion, advertising and Tikanga. We made sure that all relevant parties were present, heard and kept in the light at each step of the way when writing the story for the press release. It’s fair to say the hard mahi paid off.

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