Special Group NZ and Sweetshop Auckland win big at One Asia Creative Awards

Special Group New Zealand Auckland was named Independent Agency of the Year and Sweetshop Auckland won Production Company of the Year in the first annual One Asia Creative Awards, produced by The One Club Asia and announced today in a special virtual presentation.

Special won two Gold, three Silver, three Bronze and three Merits, all for “Meddle in the New Zealand Election” for Every Kiwi Vote Counts. Sweetshop earned its special award for production work on the campaign.

The campaign encouraged overseas Kiwis to “meddle” in their own election with the help of a cheeky fictional Russian called Viktor.  Only one in ten New Zealanders living overseas voted in their own 2016 election, and with roughly one million Kiwis abroad Viktor was crucial in mobilising an apathetic voting base.

Like any good meddler, Viktor got the job done. Enrolment went up 24 percent, online votes cast were up by 42 percent, and New Zealand experienced the largest shift in electoral seats since 1999 – including a historic gain for a Maori seat.

“At Special we use audacious creativity to generate really meaningful results for business and organisations. In this case, the work made a huge difference in one of the most important social issues – the right for New Zealanders to exercise their democratic right to vote,” says Tony Bradbourne, founder and CEO of Special.

“I’d like to thank our whole team, production partners, and of course our brave client Tracey Lee for her vision and support and desire to create change that matters.”

In a joint statement, Executive Creative Directors Lisa Fedyszyn and Jonathan McMahon add: “Meddle in the New Zealand Election had a small budget and tight deadlines, but that doesn’t matter when you’ve got a solid creative idea.  The execution of this through film, social, PR and design helped create the momentous shift in behaviour we were looking for and we’re pleased to see Viktor is still meddling in awards ceremonies around the world.”

Special accounted for all of the wins from New Zealand.

A total of 19 Gold, 20 Silvers, 29 Bronze One Asia awards and 59 Merits were won by agencies and brands in 14 countries and regions. Taiwan had the most Golds with four, followed by Hong Kong-SAR and Japan with three each. For the complete list of One Asia Gold, Silver, Bronze, Merit and special awards, see the awards website.

The first annual One Asia rankings will be announced on March 7, based on the number of winning entries for this year’s awards.

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