The World of Wearable Arts Awards Show (WOW) is New Zealand’s single largest theatrical production and the world’s leading wearable art competition. After a 2 year absence brought on by COVID, WOW engaged Everyone™ to develop a visually rich campaign to invite the audience back to celebrate the resilience of the creative spirit.

Our campaign strategy centred on the idea of creativity overcoming adversity. The story of ‘The Lady Warrior’ by Rinaldy Yunardi of Jakarta, Indonesia, was perfect for this moment in time. The metallic elements are symbolic of armour. Recycled paper has been woven tightly to form rope which represents the intertwining of life experiences that have contributed to her inner strength.

The concept for the world ‘The Lady Warrior’ inhabits expanded out of her origin story. Her exquisite symmetry, golden armour, and triangular silhouette conjured up images of an enchanted deity, enticing the audience into her whimsical world. The brim of her headpiece shields her eyes from the viewer, giving the perfect balance of mystery and intrigue and leaving the audience with a sense of anticipation. Mysterious pink aurora projections draw inspiration from moments within the show.