

Tourism New Zealand x The Hardest Geezer
Tin Man
Client: Tourism New Zealand
Enter Tourism New Zealand x The Hardest Geezer. We partnered with Russ Cook — the viral endurance adventurer known for running the entire length of Africa — to take on his next big challenge: the 2434 km Te Araroa trail across New Zealand. That’s over 60 ultra-marathons through some of the most spectacular and demanding landscapes on Earth. Along the way, Russ didn’t just see New Zealand — he lived it. He ran past glaciers and through ancient forests, went canyon swinging in Queenstown, explored into the otherworldly beauty of Milford Sound, and shared stories with locals who embody Manaakitanga — the deep-rooted culture of generosity and hospitality.
This wasn’t just another travel campaign. This was an unscripted, authentic and unforgettable journey through the real New Zealand. Seen not from the window of a tour bus, but through the eyes — and blisters — of someone who pushed himself to the limit to experience it all.