The inaugural The Worthies Conference and Awards took place on March 5 in the Grand Hall of Parliament, Wellington.
People from across the industry came together to celebrate excellence in purpose driven marketing, communications, advertising and engagement across Aotearoa.
Six keynote speakers took delegates through a stimulating and wide ranging programme, before the awards ceremony kicked off in the evening.
Lanita Ririnui, founder of Table 1 Creative, hosted the award show.
Motion Sickness takes the top prize
The international judging panel awarded 16 Golds and 14 Silvers across 16 categories.
Motion Sickness won Creative Agency of the Year, securing five golds and one silver.
“The Worthies celebrate a kind of creativity we deeply respect – work that gets people to think differently, feel differently and ultimately act differently,” says Motion Sickness partner and head of strategy Hilary Ngan Kee.
“It’s not always work that is easy to make. Often it takes guts to fight for it and back it. We’re grateful to the Worthies team for championing this kind of work, and to the clients and partners who are willing to make it with us. To be recognised as Creative Agency of the Year is something we’re really proud of.”
A benchmark for the sector
The Worthies honorary co chair Nick McFarlane says the calibre of entries set a new benchmark for the sector.
“The standard of work submitted this year was exceptional, and every finalist was rightly commended by the judges. Bettle Associates’ 500 Miles for the Rural Support Trust was a standout – the kind of campaign that genuinely raises the hairs on the back of your neck with its beauty and emotional power.”
Aroha Gell of VML won the Rising Star – Agency Award. Judges described her as an emerging leader who inspires both clients and colleagues. She demonstrates that the future of Aotearoa’s creative industry is in excellent hands.
Celebrating behaviour change campaigns
Auckland Council, Auckland Transport, Gisborne District Council and Taranaki Regional Council all received awards, recognising outstanding mahi from local government in recent years.
The Worthies honorary co-chair Tim Aitken says: “Driving behaviour change locally is complex, often invisible, and too often unrecognised. The Worthies celebrate the campaigns, content and creative efforts of local government.”
Working with purpose
New Zealand Police won the Marketing and Communications Team of the Year. Police commissioner Richard Chambers joined marketing and brand manager Jess Bovey and her team on stage.
Bovey adds: “The creativity inside government is extraordinary. Our in‑house teams work with purpose, empathy and innovation every day, often without the spotlight. It’s a privilege to see this work recognised on a national stage.”
Who won the prizes?
The Worthies Conference and Awards were made possible through the support of partners West One Music Group, Battalion Media, View and Rialto Arts.
| Category | Entry title | Organisation | Award |
| Best international public sector advertising campaign | This yours Drake? | Sydney Water | Gold |
| Best international public sector advertising campaign | Heard Island Pebbles | Kindred Studio | Silver |
| Best use of social media | ACC + NZ Transport Agency – Waka Kotahi (NZTA) + NZ Police. Love Ghosting | VML | Gold |
| Best use of social media | Tō reo tō mana – Gisborne Tairāwhiti local government elections | Gisborne District Council | Silver |
| Most effective te ao Māori campaign or advertisement | The Māori Roll Call | Motion Sickness | Gold |
| Most effective te ao Māori campaign or advertisement | Stronger together – keep Māori wards Manawatū | Keep Māori wards Manawatū | Silver |
| Best use of music – brought to you by West One Music Group | 500 miles – Together: Turning support into a shared responsibility | Bettle-Associates | Gold |
| Best use of music – brought to you by West One Music Group | Kaibosh, rescued jingles | VML | Silver |
| Best local authority campaign | Auckland Council – roaming dogs | Auckland Council | Gold |
| Best local authority campaign | Adopt a drain – be a grate mate | Neighbourhood Support New Zealand | Silver |
| Charity/NGO campaign of the year | Make New Zealand the best place in the world to have herpes | Motion Sickness | Gold |
| Charity/NGO campaign of the year | Station of Light | Chemistry | Silver |
| Best public sector advertising campaign | Science to safety: transforming severe weather warnings into actionable outcomes | Metservice | Gold |
| Best public sector advertising campaign | Mix your go campaign | Federation and Auckland Transport | Silver |
| Best television ad | The Māori roll call | Motion Sickness | Gold |
| Best television ad | Keep it real online | Motion Sickness | Silver |
| Best use of OOH media | Warnings you can’t miss | Lumo, Metservice, Nema, VML, Perion & Latch | Gold |
| Best use of OOH media | AT to the mall Christmas campaign | Auckland Transport | Silver |
| Something for nothing | Kindness Collective – Christmas joy store | Pead | Kindness Collective | Gold |
| Something for nothing | Auckland Zoo | In your nature | Tātaki Auckland Unlimited | Silver |
| Best use of humour | Make New Zealand the best place in the world to have herpes | Motion Sickness | Gold |
| Best use of humour | Tō reo tō mana – Gisborne Tairāwhiti local government elections | Gisborne District Council | Silver |
| Consultancy of the year | Turning teacher data into engagement and trust | Speakdata ltd | Gold |
| Consultancy of the year | When creativity meets critical thinking: These Guys I Know drives results for Water Safety New Zealand | These Guys I Know | Silver |
| Rising star award – agency | Aroha Gell | VML | Gold |
| Most effective public consultation/engagement | From compliance to confidence: rebuilding trust through sustained public engagement | Matatū Aotearoa | Teaching Council of New Zealand | Gold |
| Most effective public consultation/ engagement | Taranaki Regional Council: bus network refresh consultation – designing a bus network by the people, for the people | Taranaki Regional Council | Silver |
| Marketing & communications team of the year award | Small but mighty | New Zealand Police | Gold |
| Marketing & communications team of the year award | Auckland Council Comms and Marketing | Auckland Council | Silver |
| Creative agency of the year | Motion Sickness | Gold |
