Tourism New Zealand x The Hardest Geezer

Client: Tourism New Zealand

New Zealand isn’t just a destination. It’s a world of extremes packed into one unforgettable place. Jagged mountains. Ancient glaciers. Lush rainforests. Sun-drenched beaches. World-class food and drink and a rich, living Māori culture. It’s the kind of country that truly has it all. But this raised a challenge: how do you showcase this breadth and diversity with limited time and budget, and still cut through the clutter? To boost consideration and capture attention, we knew we had to break the mould. No more polished travel reels or glossy influencer posts.

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.