All Work

AJ Hackett—Brand Positioning

Helping people Live More and Fear less.

AJ Hackett has helped people face their fears since 1988.

From the Nevis Swing, to the Sky Tower Skyjump, to the iconic bungy. But post-Covid, AJ Hackett needed to re-announce themselves to the world with a new platform, campaign, and attitude.

To do this, we broadened AJ Hackett’s purpose. Rather than simply being in the adventure tourism business, they’re now in the fear-facing business - whatever those fears may be.

Introducing LIVE MORE FEAR LESS.

It’s a content-first campaign featuring people who share the AJ Hackett attitude:

• Alien Weaponry, a New Zealand metal band who faced fear by performing in 
Te Reo

• Uncle Tics, a TikTok creator who lives with Tourettes

• A naturist who overcame their fear of social stigma

• Jazz Thornton, a mental health advocate who faced her own personal battles

• Cameron Leslie, a top Kiwi Para Athlete

With even more fearless people and stories still to come.

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