After 35 years at The Strand, Saatchi & Saatchi New Zealand has moved to a new home — and to celebrate, the agency launched an inspiring OOH campaign titled “Home is where the art is.”
The move, led by Publicis Groupe Aotearoa, marks the beginning of a new era for the agency. CEO Mark Cochrane describes it as “a cultural moment worth marking,” paying tribute to the legacy of creativity that has defined Saatchi & Saatchi’s decades at The Strand.
Home Is Where The Art Is
More than just an address change, the “Home is where the art is” campaign symbolizes how creativity moves with the people who create it. The walls may have changed, but the spirit — the art, the ideas, and the collaboration — remain at the heart of Saatchi & Saatchi.
“It’s a fun and energising way to pay tribute to the building’s creative legacy,” said Cochrane. “But more than that, it celebrates the art on the walls, the art of our work, and the people who create it now.”
Creativity Beyond Walls
Saatchi & Saatchi’s relocation isn’t just logistical — it’s symbolic. As Cochrane explains, it’s “a way to pay tribute to the fact that creativity isn’t confined to a building, but moves with the people who make it.”
The OOH installations reflect this philosophy, blending agency culture with New Zealand’s thriving creative scene. The visuals feature real artworks inspired by the team and their past environment at The Strand, now living on through the streets of Auckland.
Collaboration With Emerging Artists
The agency’s new Sale Street headquarters will continue to reflect its creative DNA through collaborations with emerging New Zealand artists and its new partnership with the NZ Art Foundation.
This ongoing expression ensures that Saatchi & Saatchi’s legacy remains alive, evolving through both its people and the art that surrounds them. It’s a statement that creative spaces are not defined by walls, but by purpose.
Celebrating Creative Legacy Through OOH
Creating a campaign for itself, rather than a client, made this project particularly meaningful for the Saatchi team. “Like all good ideas, it started with a strong insight and flowed naturally from there,” Cochrane shared.
Through out-of-home storytelling, the agency celebrates its identity — bridging the past and the present while reaffirming that home, for Saatchi & Saatchi, is wherever creativity lives.
Final Thoughts
With “Home is where the art is”, Saatchi & Saatchi proves that moving forward doesn’t mean leaving history behind. The campaign stands as both a farewell and a fresh start — a powerful statement that art, culture, and creativity always find a home where passion thrives.
FAQs about this campaign
What is ‘Home is where the art is’?
An OOH campaign by Saatchi & Saatchi NZ marking its relocation, celebrating the idea that creativity moves with its people—not a building.
Why launch a campaign for a relocation?
After 35 years at The Strand, the move is a cultural moment. The campaign honors that legacy and energizes the next chapter at Sale Street.
How does OOH support the idea?
By turning Auckland into a canvas with bold visuals that echo the agency’s heritage while inviting the city to share in the transition.
What role do artists play?
Saatchi & Saatchi is strengthening connections with emerging New Zealand artists through a new partnership with the NZ Art Foundation.
What can brands learn from this?
Moments of change can be powerful brand stories—own them with simple, emotive OOH and partnerships that reflect your cultural values.
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