Tāmaki Regeneration
OWN IT: two chairs, real locals, 28.8M views
- Client
- Tāmaki Regeneration
- Industry
- Housing & Public Sector
- Region
- New Zealand
the challenge.
OWN IT helps families in Tāmaki, East Auckland, buy a share of a new home. It is a government-backed programme run by Tāmaki Regeneration.
The hard part was never the house. Many local families had never been shown that owning a home was for them. The big decision does not start at the bank. It starts at the kitchen table.
An ad can tell people a programme exists. It cannot make them feel it is meant for them.
the solution.
We took a two-chair format first made by The Skin Deep in the US, and made it about Tāmaki. We called it Skin Deep.
Two people who love each other sit face to face. They pull a card and ask the questions that never come up at home. Real locals. No actors. No script.
A dad says why he loves his son. A kid asks a parent something no adult would dare to ask. Father and son pairs became the top format.
Then locals started messaging the account asking to sit in the chairs. Now we cast from those call-outs. Every pair gets a short chat before the shoot, and fresh cards written just for them.
In March 2026 we also took on the programme's paid ad creative.
- The Skin Deep series reached 28.8M views across four channels, from 570 videos (January to October 2026)
- Those videos drew 1.3M likes and 78,000 shares
- The account gained more than 54,000 followers across its channels in 2026
- The programme passed 3,000 registrations in June 2026, with weekly sign-ups ahead of target
- Locals now message the account asking to be in the show