CASE STUDY - Christmas is a Northern Hemisphere-dominated event, synonymous with frosty snowmen and frightful weather. Problem is, for the Southern Hemisphere, those things don't represent Christmas at all. Down here, Christmas is in the middle of summer, not winter. But our warm and sunny festive identity is never represented. At a time of year where bigger brands with bigger budgets were perpetuating Christmas cliches, Air New Zealand wanted to build brand fame and foster pride amongst Kiwis, ...