Created by Motion Sickness for Heart of the City—the organisation responsible for championing business, culture and visitation in downtown Auckland—the campaign, titled ‘Straight to the Heart’ encourages locals to rediscover their city centre one spontaneous cab ride at a time.
As remote work habits, economic caution, seemingly endless roadworks—and the delayed City Rail Link—continue to thin out city crowds, Straight to the Heart takes an unconventional, lighthearted approach to civic revival. Rather than relying on traditional advertising or tourism messaging, the campaign turns the often tedious journey into the city into part of the experience itself.
“We wanted to make it effortless—no parking stress, no plan needed, just a fun nudge back into the heart of Auckland,” says Viv Beck, CEO of Heart of the City. “This campaign is about rediscovery, connection and a little bit of surprise—making it easy to come straight to the heart.”
Operating across nearby suburbs where people are most likely to avoid the CBD, the retro-styled cabs double as transport and spectacle—billboards on wheels, wrapped in bold campaign livery and impossible to miss on the road. The activation invites Aucklanders to embrace spontaneity, hail one down and see where the ride takes them.
Each journey ends somewhere unexpected: one of the city centre’s 20 karaoke bars, an improv show or a tucked-away curry spot, to name a few. The destinations were curated to jolt Aucklanders out of their routines and remind them there’s still life, flavour and surprise in town. Upon arrival, passengers may also receive vouchers to kickstart their adventure.
For those unfamiliar with the ancient art of hailing a cab, Motion Sickness Executive Creative Director Sam Stuchbury offers guidance: “Adopt an upright posture, throw your hand out determinedly and make clear, unflinching eye contact with the driver. The driver will know what to do from there.”
Each driver was selected for their local expertise—navigating without GPS and guiding passengers toward the hidden gems of downtown Auckland.
“I’ve spent ten years connecting with both Auckland and Aucklanders. I’ve seen everything—the tears, the joy, the chardonnay spilled on my carpet. I’m excited to show people the city’s secret corners again,” says Dipa, one of the campaign’s designated drivers.
The campaign launched this week with a spoof infomercial-style film explaining the service. Beyond the taxis themselves, Straight to the Heart extends across radio, social and out-of-home, each element hinting at where the next cab might appear next and inviting Aucklanders to take a trip to the heart of the city.
