The Work 2024 Contenders: Motion Sickness
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Motion Sickness’ Top 3…
Whānau Ora: Rep Your Suburb
Motion Sickness
Last year, New Zealand‘s Census numbers were lower than expected, with a particularly low turnout from indigenous communities. Whānau Ora needed to find a way to connect with these communities and remind them why it’s important to be counted. In New Zealand, area codes are a badge of pride; a symbol of where you’re from and who you are. So we created a bespoke pop-up store, decked out with exclusive merch for each area code – none of which was available or for sale anywhere else. The only way people could cop a piece of merch and rep their suburb was by completing their Census form. In just a few weeks over 40,000 census forms were completed, smashing the 10,000 form goal. Rep Your Suburb was awarded a Grand Prix, the Idea Of The Year and 5 x Gold at this year’s Axis Awards.
Boring Oat Milk: Quit The Tit
Motion Sickness
New Zealand is a nation built on milk. Traditionally, the kind that comes out of a cow. Which is probably why 4 million New Zealanders are still addicted to tit milk. It’s also probably why so many struggle to try an alternative, like Boring Oat Milk. Quit the Tit gives Kiwis the option to wean themselves off cow’s milk and onto oat milk instead of going cold turkey. A painless transition from udder to oat. The campaign features a suite of creative, including billboards, testimonial videos, and tactical placements, directing people to QuitTheTit.com where they can secure a free ‘Quit Kit’ — specially designed to taper you off cow’s milk through a four-step weaning schedule. These kits sold out within days of launch, bringing Boring Oat Milk one step closer to weaning the entire nation off the tit. Quit The Tit was awarded Gold at this year’s Axis Awards.
Whānau Ora: Our Future Is Māori
Motion Sickness
Whānau Ora launches their ‘Our Future is Māori’ campaign – a statement on its vision for greater Māori aspiration and inspiration. It speaks to the simple assertion that Māori must, and will, take charge of their own future.The hero film is a bold statement of self-belief, a reminder of Tino-rangatiratanga, and stresses the effectiveness of a for Māori by Māori approach to supporting Māori wellbeing across the country. Set to the backdrop of ‘Tūtira Mai Ngā Iwi’ (a unique arrangement composed by the late Wi Huata and performed by Kahurangi NZ māori dance theatre at Tākitimu Marae), it provides an honest portrait of the realities of Māori whānau and thriving communities interwoven with Whānau Ora throughout Aotearoa.
The deadline for Campaign Brief’s The Work 2024 is Friday May 3. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email ricki@campaignbrief.com.