Year in Review: Matt Headland, NZME

1. Favourite local campaign that isn’t yours  

“If it’s not gay, it’s not gay” by Rainbow Youth. Such a powerful message done the Kiwi way! It’s addressing what’s seemingly a small issue but actually forms much larger ones like homophobia, biphobia and transphobia.

2. Favourite campaign that is yours

Not a commercial campaign but one I am proud of from our team at NZME and one I support wholeheartedly is the ‘Break the Silence’ joint campaign delivered by NZ Herald and ZM, a special series on youth suicide. 

3. Favourite international campaign

Heineken – Worlds Apart. A real-life social experiment, Heineken brought together people from opposite ends of the spectrum (feminist and anti-feminist, climate change activist and denier) and got them to take part in team-building activities, before unveiling their political viewpoints. They then had the option to share a Heineken and discuss their differences – which every pair chose to do.

4. Least favourite campaign

Trump’s election campaign. 

5. Your own biggest success

Removing the word ‘Acting’

6. Most significant launch/innovation/thing of the year

Super excited for the launch of YUDU.

7. What should be un-invented?

Nuclear weapons.

8. Lamest trend

9. Best brands

Eat my Lunch. They fed half a million Kiwi kids who would normally go without lunch, delivering 1670 lunches daily to low decile schools in Auckland, Hamilton and Wellington. Like how amazing is that! To come to work each day and know you made difference! They created something special.

10. Best stoush

Don’t know about best but that whole debacle that Sean Spicer is. Just couldn’t stop watching.

11. Heroes

Peter Burling. No explanation required on this one.

12. Villains

Harvey Jong – Un.

13. What died in 2017?

This year was not about what died, but who – the world lost some greats. Glen Campbell, Tom Petty, Chester Bennington, Chris Cornell, Hugh Hefner and Malcolm Young. 

14. What’s the biggest mistake marketers will make in 2018?

Not listening to the recommendations of their media suppliers.

15. What’s the most Black Mirror/ sci-fi horror thing likely to happen in the near future?

A sequel to What we do in the Shadows called ‘We’re Wolves’?

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