Description:

Enterprise Dunedin’s ‘Dunedin Works Better’ campaign takes a witty and honest approach to attract professionals feeling burned out by big-city life. Using cheeky, made-up stats and clever copy, the campaign highlights Dunedin’s relaxed lifestyle, short commutes, and natural beauty as a genuine alternative to Auckland, Wellington, and Queenstown.

Delivered through eye-catching billboards, bus backs, and digital ads, the campaign sparked national conversation and genuine interest in Dunedin as a smart, sustainable place to live and work. With its tongue-in-cheek tone and sharp humour, the campaign reflects Dunedin’s unique character and invites Kiwis to rethink their work-life balance by moving south.