The Electoral Commission's new campaign aims to spread the word among Maori about the choice available to them in the Maori Electoral Option, a legislated event that runs approximately every five years. And to do it, Saatchi & Saatchi enlisted the services of "performance painter" and sand artist Marcus Winter and embarked on what it calls a true collaboration.
Saatchi & Saatchi's executive creative director Antonio Navas says the main challenge with this campaign was to deliver a message in a way that didn't preach to the audience, but instead embraced and included them and referenced the cultural and political issues surrounding it.
"As an agency, we didn’t wish to dictate anything, so we approached the project as a true collaboration," he says. "After broad consultation with various groups, a wide-ranging team of talents was assembled early in the process, so that our internal creative and production crew were joined at a very conceptual level by artist Marcus Winter, composer Peter Hobbs (Harmonic Studios), cultural advisors Rewi Spraggon and Tearepa Kahi, Liquid Studios and the visual team at Spark, among many other contributors."
Murray Wicks, Enrolment Services, Electoral Commission national manager, says he's proud that this approach "produced something so graceful and powerfully simple" and says the response from diverse Māori communities has been incredibly gratifying (it certainly appears to have been well-received on Facebook, with over 4,000 likes and plenty of comments).
The campaign encompasses TV, radio, online, print and outdoor (including a boat).
Enrolment Services, Electoral Commission
Murray Wicks – National Manager
Anastasia Turnbull – Manager Communications and Education
Robert Peden – Chief Electoral Officer
Rex Arrell – Manager Corporate Services
Saatchi & Saatchi
ECD – Antonio Navas
Writer – Dave Sylvester
Art Direction – Mike Davison / Arnya Karaitiana
Design – Sam Stradwick
Producer – Natasha Gill
Suit – Tim Dixon
Planner – Peeyoosh Chandra
Artist – Marcus Winter
Production Company – Sparks
Producer/Director – Angela Sparks
DoP – Chris White
Editor – Philippe Lods
Music – Peter Hobbs (Harmonic)
Online – Puck Murphy