NZ’s Census outdoor ad named best in the world

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LOS ANGELES, Today: An eye-catching campaign – Whanau Ora Rep Your Suburb from NZ agencies Motion Sickness, MBM, and Southsides – has been named Best Outdoor in the World by TBWAChiatDay LA ECD Kirsten Rutherford (writing in the latest edition of Bestadsontv).

Rutherford is a Kiwi, who worked for DDB, and FCB before she moved to Saatchi & Saatchi London in 2005.

She later joined Brothers & Sisters where she created Streetmuseum for the Museum of London, one of the first groundbreaking AR apps. That work became the most awarded app in the world at the time. 

“My purpose is to change the world through kindness and creativity.”

In 2012, she joined Wieden + Kennedy London, then 72andSunny LA, and most recently TBWAChiatDay LA.

Rep Your Suburb aims to increase Census completion numbers from underrepresented communities in NZ.

“Anyone can do swag, but there’s a smart insight behind this swag,” she wrote in her Bestads judgment. “Lean into suburban patriotism, earn your swag with the completion of the Census, and it’s good-looking drip at that.”

She told Bestads her purpose is to change the world through kindness and creativity.


ECD: Sam Stuchbury
Creative: Schumacher Leona
Producer: Joseph McAlpine
Art Director: Melina Fiolitakis
Graphic Designer: Raphael Roake
Strategist: Kātene Durie-Doherty
Strategy Director: Hilary Ngan Kee
Account manager: Joe Fraei

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