Record-Breaking Night for Motion Sickness at 2025 Best Design Awards

In the largest single haul in the Best Design Awards’ 30-year history, Motion Sickness was recognised with 17 Golds and two coveted Purple Pins across its two creative arms.

The company earned 11 Golds and a Purple for Motion Sickness, alongside 6 Golds and a Purple for Motion Sickness Design Office, recognition spanning four different projects and setting a new benchmark for creative excellence in design.

Two standout projects led the charge: The Māori Roll Call, which received the prestigious Purple Pin along with multiple Golds, and No Blanket Value for Social Value Aotearoa, which also picked up a Purple Pin and several Golds. Other Gold-winning work included Make New Zealand the Best Place in the World to Have Herpes, EAT IT, and a brand identity project for Four Words.

“The Māori Roll Call shows what’s possible when design carries kaupapa and conviction,” said Awerangi Tamihere, Chief Operating Officer of Whānau Ora Commissioning Agency. “Winning the Purple Pin is more than creative excellence, it’s recognition of a movement that connects civic duty and mobilises our people to be visible. These are communications that break the format of yesterday, with creativity. It’s bold, unapologetically Māori, and grounded in collective responsibility.”

Says Josh Te Kani of Noa Blanket Co.: “Like the woven blanket at the heart of this campaign, this is design as disruption, a call to care, connection and accountability. It embodies our core values of whakapapa, family and identity, while challenging business leaders across Aotearoa and beyond to reject ‘blanket’ measurement and lead in ways that truly strengthen communities. We’re humbled to share in this recognition of No Blanket Value.”

While Motion Sickness has built its reputation on culture-shifting creative ideas, its performance at a design show of this calibre highlights the company’s evolution beyond just advertising.

Says Sam Stuchbury, Founder and Executive Creative Director at Motion Sickness: “It’s more than just the metal. It’s a statement of intent. As the company continues to expand its creative footprint, we have a vision for a new kind of company, one where ideas, design and craft hold equal weight. We’re over the moon that the Best Awards has recognised that.”

The Best Design Awards, run by the Designers Institute of New Zealand, honoured a powerful collection of creative work that is now part of New Zealand Design legacy . Purple Pins were awarded to Diary of a Head Injury by Tuesday Club and Assembly, Sons & Co and Extended Whanau for Whanganui UNESCO City of Design; Extended Whānau for  Together For Te Tiriti., VS–9 by Vessev and Alain Brideson Design, Te Whare o Rehua Sarjeant Gallery by Warren and Mahoney Architects, and Waimahara by Studio Local.

Special had a successful night at the Best Awards on Friday night, taking home a slew of awards, including a gold for its Inclusive Code.

The Inclusive Code was launched by Special in 2024 in hopes of encouraging practitioners to think differently about disability in marketing and advertising in order to foster a more inclusive industry and better connect with underserved communities.

It’s a tool that helps educate and encourage reflection on normalised but exclusionary common practices, so practitioners can make more informed and inclusionary choices in their advertising outputs. It was co-created over two years alongside eight experts and advocates with lived experience of disability and working in the marketing industry, including Fonoti Pati Umaga (QSM), Grace Stratton, Hope Cotton, Karen Pointon (QSM), Sean Prenter, Shane McInroe, and Thomas Chin.

The agency also took home five silvers for its work with Wellington City Mission – The Greatest Deed, Pet Direct’s Brand Identity, ecostore, Milliken – Our Connected World, and the National Cyber Security Centre – The Scamathon. As well as eight bronzes, including two for DB Export – Cold Calls, and Sexual Wellbeing Aotearoa – Emotional Support Bits, and one for New Zealand Cyber Security Centre for the ‘Exposed’ exhibition.

Special Designer, Holly Gascoigne, was awarded the Massey University College of Creative Arts – Student and Academic Graphics for her work ‘The Queen and The Bee’, which explores how design can reconnect us to humanity in an increasingly digital world, combining photography, paint, stitching, and layered materials. The result is a tactile, emotional piece that celebrates imperfection and reminds us that feeling and connection should remain at the heart of modern design

Special Founder and Executive Design Director, Heath Lowe, says: “A huge congratulations to our clients and teams behind these brands and campaigns. This body of work is more than an effective use of design principles, but meaningful work that aims to make a difference to Kiwis’ lives. We couldn’t be prouder of our clients, the work, and the teams behind it.”

Golds were also awarded to New Zealand and Australian entrants including Clemenger UnLtd and Assembly for Ministry of Social Development ‘Love Creep‘; Clemenger BBDO for Samsung ‘Clash of Commuters‘; Howatson+Company for ABC ‘Rejenerated‘ and Clemenger BBDO, The General Store and Collider for Michael Hill.

The John Britten Black Pin, the industry’s highest individual honour, was awarded to Warwick Freeman; the DINZ Black for Outstanding Achievement to Arch MacDonnell FDINZ, while the Value of Design Black Pin went to Xero.

View all the winners here.