Chemistry wins two silver Echo Awards for Hato Hone St John ‘Station of Light’ campaign

Auckland-based advertising agency, Chemistry, has won two Silvers at the 2025 Echo Awards for its Station of Light campaign launched last year, created in support of Hato Hone St John. Notably, Chemistry was the only New Zealand agency to be recognised at this year’s Echo Awards, underscoring the campaign’s standout impact on the international stage.

 

The Station of Light campaign was designed to raise funds and awareness for Hato Hone St John at a time when the organisation had set an ambitious $4 million fundraising target, a goal made more challenging by a recessionary economic climate and an increasingly crowded not-for-profit fundraising landscape which was also experiencing high donor fatigue.

Blending powerful storytelling with a clear purpose, the campaign shone a light on a critical but often unseen need, highlighting the physical spaces that serve as a second home for frontline emergency staff. By making this need visible, the campaign helped New Zealanders understand why these spaces matter and why supporting them is essential to ensuring our emergency services can continue to show up when it counts.

Judged by an international panel, the Echo Awards celebrate marketing effectiveness, recognising work that delivers tangible outcomes as well as emotional resonance. Chemistry’s dual Silver wins reflect the campaign’s ability to combine creativity with measurable impact, driving fundraising momentum while strengthening public connection to one of New Zealand’s most trusted charities.

“We’re incredibly proud of this work, not just because it’s been recognised internationally, but because of what it represents,” says Sarah Chernishov, Executive Creative Director at Chemistry. “Station of Light was built around a simple idea: acknowledging the people who are always there when New Zealanders need help. To be the only New Zealand agency recognised at the 2025 Echo Awards makes that recognition even more meaningful, particularly given the commercial and social headwinds the campaign was facing.”

The campaign was developed in close collaboration with Hato Hone St John, aligning with Chemistry’s belief that creativity can – and should – be a force for good.

“These awards are a testament to what’s possible when purpose and creativity are aligned,” says Haylee Killip, Business Partner at Chemistry. “The campaign helped shine a light on the people and communities they serve, while delivering real support for their services at a critical time.”

The Echo Awards are among the most respected global awards for marketing effectiveness, making Chemistry’s achievement a significant milestone for the agency in 2025.

Client: Hato Hone St John
Executive Creative Directors: Matt Watts & Sarah Chernishov
Business Partner: Haylee Killip
Senior Business Manager: Maddie Smith & Tayla Brewer
Agency Producer: Kimberly Warren
Senior Planner: Felix Pryor
Production Company: Clockwork Films
Director: Patrick Fileti
Executive Producer: Tim Costar

 

 

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