AUCKLAND, Today: With over 500 real voter names and the longest ad ever made in Aotearoa, The Māori Roll Call is here to boost enrolments on the Māori roll at a crucial moment in New Zealand’s political history.
From war to protest to moments of need, Māori have always shown up. Now, the call is to enrol — and make sure Māori voices are heard where it counts most: in parliament.
Right now, there are 695,000 Māori of voting age. Around 298,000 are on the Māori roll, 268,000 on the general roll, and 129,000 aren’t enrolled at all.
More people on the Māori roll means more Māori seats. These seats aren’t tied to any party — they just give Māori a stronger voice in decisions that shape Aotearoa, now and for the future.
At the heart of the campaign is Tāme Iti, reading a roll call of hundreds of real names — with permission — and asking a powerful question: Will you answer the call?
“Participation doesn’t happen in a vacuum. It takes whānau feeling informed, empowered, and part of something bigger.” – Kātene Durie-Doherty
Kātene Durie-Doherty, Head of Māori Culture at Motion Sickness, says, “Participation doesn’t happen in a vacuum. It takes whānau feeling informed, empowered, and part of something bigger. That’s what this campaign is here to do. It’s not about taking sides — it’s about backing ourselves.”
The centrepiece? A 30-minute roll call — New Zealand’s longest-ever ad — where Tāme reads around 500 names. And yes, there’s even a short tea break in the middle.
Motion Sickness carefully developed the campaign to work across channels while keeping its message crystal clear: let the names speak. No noise. Just a powerful, straight-up call to action.
Sam Stuchbury, ECD at Motion Sickness, says, “Creative development is sometimes about protecting what made the idea good in the first place — in this case that was the roll call itself.
“Creative development is sometimes about protecting what made the idea good in the first place — in this case that was the roll call itself.” – Sam Stuchbury
“We kept the concept singular and let the names and people stay front of stage. No bells and whistles. Even the out-of-home, just a name on a black billboard, hits you in the face and makes you wonder. I loved this project and the statement feels pretty fresh for electoral communications.”
Melina Fiolitakis, Creative Director, says, “The minimalism of this idea allowed us to play with symbolism and restraint. The stage was inspired by the distinctive checkered tiles of the Beehive’s press gallery, a scene synonymous with political decision-making in Aotearoa.
“This was reimagined into a Poutama pattern to symbolise the upward journey of growth, learning and the pursuit of knowledge. When Māori have stronger representation in parliament, Mātauranga Māori impacts the decisions made there, and ultimately the fabric of parliament itself.”
The campaign drives people to maorirollcall.co.nz, where they can enrol, switch rolls, and even add their name to the next Roll Call.
Targeted out-of-home ads feature names from each local region, while big voices like Taika Waititi, Tania Waikato and Joey Daymond continue the call across social. Every name, face and hand in the campaign was shared with aroha and consent. Huge thanks to all who stood behind this kaupapa.
The campaign was made possible by a collective of over 120 Whānau Ora providers.
- More info here maorirollcall.co.nz
CREDITS
Agency / Production Company: Motion Sickness
Executive Creative Director: Sam Stuchbury
Head of Strategy: Hilary Ngan Kee
Head of Māori Culture: Kātene Durie-Doherty
Creative Director: Melina Fiolitakis
Senior Art Director: Hamish Steptoe
Creative Director (Freelance): Scott Zuliani
Strategist: Logan Barnes
Junior Creatives: Oska Meyer, Michael Ukwu
Senior Media Planner: Shannon O’Connell
Digital Media Planner: Ella Liddell
Head of Production: Joseph McAlpine
Producer: Morgan Leary
Designer: Lauren Kjestrup
Artworker: Sheridan Hampton
Executive Producer: Matt McKenzie (Supernormal)
Director: Reagen Butler (Supernormal)
Offline Editor: Archie Porter (Supernormal)
Director of Photography: Darryl Ward
Production Designer: Joseph Leary
Costume Designer: Dan Ahwa, Katie Melody Rogers
Make-up Artist: Megan Maxwell
Composers: Lachlan Anderson, Jerome Kavanagh
Sound: Liquid Studios
Sound Design: Craig Matuschka
Colourist: Matic Prusnik
VFX Artist: Stu Bedford
Online Editor: Damian Golfinopoulos
Photography: Loupe
Photographer: Holly Sarah Burgess
Client: Whānau Ora
Director Data & Transformation: Alanna Harris
Director of Health Reforms: Lance Norman
Chief Data & Digital Officer: Brad Norman
Chief Operating Officer: Awerangi Tamihere MNZM
Regional Engagement Coordinator: Corey McAleese
Regional Engagement Coordinator: Melissa Waaka
Regional Engagement Coordinator: Moewaka Te Rangi
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