A creative collaboration for Advent 2017.
Yep, it's that time of year again – the Wondrous Wellington Advent Calendar is back for 2017. This year, it's a concept that will get Wellingtonians out exploring their city – and collecting some great voucher deals throughout December that has delivered a mix of physical and digital experiences.
Gina Kiel, Xoë Hall, Dside, Sean Duffell and Mica Still have created street artworks, which are being digitised to make up WREDA’s Wellington Advent Calendar – a popular promotion that offers Wellingtonians a new deal every day from 1 December to Christmas Eve from 24 retail and hospitality businesses.
When you are in and around Wellington, you'll spot each of the artworks on public display. Much like the advent treats themselves, they are tucked away down side streets and alleyways, on shipping containers and unsuspecting walls.
WREDA General Manager David Perks said after eight years of doing the Advent Calendar it’s been a fun challenge to keep it fresh.
“The Wellington Advent Calendar has gone from strength to strength since we launched it eight years ago. We challenge ourselves each year to work with retail and hospitality businesses to come up with offers that we know Wellingtonians will love.
“We like to keep it looking and feeling like a uniquely Wellington experience and try each year to deliver this. As usual, it is creative in style, inventive in delivery and full of recognisable features and landmarks.
"Each year we try and top what we did the year before, and this year I think we’ve really highlighted what is great about Wellington. Street art is part of what has made Wellington “the coolest little capital” and it’s great to see this collaboration between five of our greatest local artists.”
Josh Burt says “WREDA's advent calendar has always been an evolving and rewarding experience for Wellingtonians. This year’s creative execution is the result of a singular vision and effective collaboration.
Advent is an institution, but each year, another level needs to be attained – this year it is the melding of physical and digital experiences. For DNA, the challenge was to ensure we retained the grittiness of the ‘street’ and maximised the diversity and vibrancy of each artwork while still maximising the engagement within the digital platform.
The marrying of environmental spaces with digital interaction has resulted in a 'permanent record’ being left around the inner city, with the 'instant gratification’ of Advent. It has been a creative challenge our team have relished.”
This year, each of the artists was tasked with producing a design inspired by a distinctive part of downtown Wellington. In keeping with street art tradition, the artworks were painted on location in Wellington, in the areas that inspired them. They were then converted into an interactive, virtual platform by DNA and embellished with animations, touch motion and a spray bomb feature to allow users to embellish the walls themselves.
In 2016, over the 24 days of the promotion more than 94,000 deal vouchers were claimed by locals and visitors via the website.
Wellington Advent Calendar statistics.
Since 2010, the Wellington Advent Calendar promotions have involved:
> 1.4 million website visits
> 192 different special offers
> 104 Wellington businesses
> Nearly half a million vouchers
> 12 Wellington artists.