Client: Babbel
Deliverable: Campaign illustration
In 2026, Kaitiakitanga was named the world’s most beautiful word by global language-learning platform Babbel, selected from 223 words across 75 languages for its sound, layered meaning and cultural significance.
Deliverable: Campaign illustration
In 2026, Kaitiakitanga was named the world’s most beautiful word by global language-learning platform Babbel, selected from 223 words across 75 languages for its sound, layered meaning and cultural significance.
Meaning guardianship and care, kaitiakitanga expresses a distinctly Māori understanding of our relationship with te taiao. Kaitiakitanga demands that we move through the natural environment with reciprocity, responsibility and care for future generations.
This campaign celebrates the ability of language to hold complex ideas and worldviews within a single word. The illustration visually explores kaitiakitanga through themes of conservation, guardianship and knowledge. Created as part of the wider campaign in Berlin, Germany, it asks what does a shared and our interconnected relationship with te taiao look like?
Working with Berlin based, creative agency RCKT-Densu, the concept draws on Māori visual language, using abstraction, repetition and symbolism to reflect the interconnectedness of people, land and water. Symbols inspired by the flora, fauna and landscapes of Aotearoa are woven throughout, combining customary and contemporary visual elements.
The illustration reflects the idea at the heart of kaitiakitanga: when we care for te taiao, it in turn sustains and cares for us.
Creative partner: RCKT-Densu Creative
Photography: RCKT-Densu Creative, Zhū Creative
Photography: RCKT-Densu Creative, Zhū Creative
