NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Lifestyle

People of NZ: Artist Sam Moore nails Kiwi stereotypes with new artwork

Megan Harvey
By Megan Harvey
Social Media and Trending Reporter·NZ Herald·
9 Oct, 2018 02:06 AM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

The highlight of Les's day is his 90 minute, 200 metre journey down to the shops to buy the daily paper and some milk. Photo / Ugly Ink

The highlight of Les's day is his 90 minute, 200 metre journey down to the shops to buy the daily paper and some milk. Photo / Ugly Ink

A few months ago Christchurch artist Sam Moore's comical series of Kiwi characters went viral on Facebook. Now, because of their popularity, he has created yet more portrayals for us to delight in.

Moore, an art director at Harvey Cameron Advertising Agency in Christchurch, created a "People of New Zealand" illustration series on social media, depicting numerous classic Kiwi stereotypes.

On his Instagram account, @ugly_ink, Moore has drawn more Kiwi favourites, such as Sunday Mall Crystal, Sunday Sesh Des, Logistics Company Matty, Backyard Scotty, Beastly Beth and 8 Week Challenge Kat.

The latest stereotype Moore has created is Street Shuffler Les, who apparently loves listening to Newstalk ZB.

"The highlight of Les's day is his 90 minute, 200 metre journey down to the shops to buy the daily paper and some milk," Moore begins.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

"He doesn't really need milk, but he uses it as an excuse to get out of the house each morning. All going well, he'll bump into the usual characters along the way, chat about the weather and the state of the roads and if he's lucky someone might ask him for directions!

"Once home, Les makes a fresh brew, cracks open the Scotch Fingers and settles down in his favourite chair to while away the morning listening to Newstalk ZB. Rest up Les, you deserve it."

The highlight of Les's day is his 90 minute, 200 metre journey down to the shops to buy the daily paper and some milk....

Posted by Ugly Ink on Monday, 8 October 2018

A favourite among Kiwis on social media is Sunday Mall Crystal.

Advertisement
Advertise with NZME.

"Crystals can be seen shuffling their way around the malls of New Zealand, usually moving between the foodcourt and The Warehouse," Moore writes about his creation.

"Crystal had a big night last night, so she isn't feeling fantastic, but it's nothing that can't be cured with a diet coke and feed of Maccas or piled high plate of sweet and sour pork."

Number nine in the People of New Zealand series is Sunday Mall Crystal. Crystals can be seen shuffling their way around...

Posted by Ugly Ink on Wednesday, 15 August 2018

And who hasn't met handy man Logistics Company Matty?

"Matty loves his family, his footy, his 2003 HSV Clubsport and putting in an honest day's work," Moore writes.

Discover more

Lifestyle

People of NZ: Artist's hilarious Kiwi stereotypes go viral

08 Aug 10:46 PM
Lifestyle

Anatomy of a healthy snack: Three key nutrients revealed

09 Oct 11:58 PM
Lifestyle

How a mum helped Mel Gibson lose 14kg in eight weeks

10 Oct 08:01 PM

"But most of all, Matty loves early Friday afternoon knockoff. You'll see Matty and the rest of the crew at the local tavern laughing boisterously as they demolish golden jug after golden jug. Don't forget to take the empties back up to the bar Matty!"

The next unit in the People of New Zealand series is Logistics Company Matty. Matty loves his family, his footy, his...

Posted by Ugly Ink on Thursday, 30 August 2018

If these two don't fit your stereotype, how about 8 Week Challenge Kat?

"Kat said 2018 was going to be her year, and so far she's made the absolute most of it!" the Facebook post reads.

"Work is going well, her meal prep is on point and she finally began her fitness journey. Earlier in the year she completed the Queenstown 10k and hopes to step up and do the half marathon next time.

"In a few months she's heading to Thailand for a girls trip with her bestie Beck, so they're both working hard on their beach bodies. Treat yo'self Kat, live your best life!"

Kat said 2018 was going to be her year, and so far she's made the absolute most of it! Work is going well, her meal prep...

Posted by Ugly Ink on Sunday, 23 September 2018

Another drawing, Backyard Scotty, is the guy we have all met a BBQ at some point.

Advertisement
Advertise with NZME.

"Parties at Scotty's place are usually pretty solid. The lads come around early so they can have yarns while standing around their noisily idling rotaries," the description reads.

"As the day progresses, the duty free bourbon (from a recent trip to Oz) flows and the Salmonella Dub gets louder.

"Night falls and things get a little more rowdy, Aaron has already passed out on the picnic table, and it's just a matter of time until Scotty breaks out the old BMX to perform a few stunts. Just another classic do at Scotty's place."

Parties at Scotty's place are usually pretty solid. The lads come around early so they can have yarns while standing...

Posted by Ugly Ink on Monday, 1 October 2018

Some stereotypes are so on point that people shared a comparison of themselves to the characters such as Office Jan and 6.30am Flight to Sydney Tasha.

This is Brilliant!

Posted by Ugly Ink on Thursday, 23 August 2018

A real life Tasha!

Posted by Ugly Ink on Thursday, 23 August 2018

The majority of Moore's fan base is US-based, but his following has spiked after his "People of New Zealand" series, with more than 96,000 followers on Instagram and 27,000 on Facebook.

Moore told Newshub he wanted to showcase "positive characters" and include "something in every character that we can all relate to".

Advertisement
Advertise with NZME.

You can view all of Moore's "People of New Zealand" series and other artwork on his Instagram page or Facebook page.

Save

    Share this article

Latest from Lifestyle

Premium
Lifestyle

What is tapping, and can it really improve mental health?

25 Jun 06:00 AM
Premium
Opinion

Opinion: We tried to give SuperGold Card holders a sex toy discount. Apparently, that was offensive

25 Jun 02:00 AM
New Zealand

Astrid Jorgensen's Pub Choir shines on America's Got Talent stage

25 Jun 01:32 AM

Inside Leigh Hart’s bonkers quest to hand-deliver a SnackaChangi chip to every Kiwi

sponsored
Advertisement
Advertise with NZME.

Latest from Lifestyle

Premium
What is tapping, and can it really improve mental health?

What is tapping, and can it really improve mental health?

25 Jun 06:00 AM

New York Times: Tapping originated from a technique called Thought Field Therapy.

Premium
Opinion: We tried to give SuperGold Card holders a sex toy discount. Apparently, that was offensive

Opinion: We tried to give SuperGold Card holders a sex toy discount. Apparently, that was offensive

25 Jun 02:00 AM
Astrid Jorgensen's Pub Choir shines on America's Got Talent stage

Astrid Jorgensen's Pub Choir shines on America's Got Talent stage

25 Jun 01:32 AM
Noel Edmonds shows off bonkers health regime in NZ show

Noel Edmonds shows off bonkers health regime in NZ show

25 Jun 12:58 AM
Why wallpaper works wonders
sponsored

Why wallpaper works wonders

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP