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Special Group campaign named worlds most effective

Special Group’s ‘Good Morning World’ campaign for Tourism New Zealand has been named world’s most effective at the Global Effie Awards.

The accolade is as rare as hen’s teeth with only three agencies globally being named winner in this category which honours effective campaigns that run across multiple regions.

‘Good Morning World’ was co-created between Special Group’s Australian and NZ hubs, and saw 365 New Zealander’s say good morning from their own slice of paradise.

Special Group CEO/CCO Tony Bradbourne says the achievement was not lost on the agency, despite this not being the first award that specific campaign has taken home.

“To be named one of the 3 most effective campaigns in the world is some achievement. Add to that the pencils Tourism New Zealand received for ‘Good Morning World’ at D&AD, One Show and AWARD and you have the perfect recognition for such an important piece of work.”

Rory Gallery, Special’s head of strategy highlights the difficulty it takes to win this award.

“You need a great idea that has the ability to transcend borders and be effective across various continents, countries and cultures. Needless to say, we are thrilled. It’s an award our clients deserve for backing such an ambitious idea.”

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