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SYDNEY, Today: Tourism New Zealand’s Good Morning World campaign via Special Group has just been named Campaign of the Year at the AdNews Agency of the Year awards in Sydney. (WARNING: Includes lengthy credits list!)

Special Group was up against some tough competition including their own Sydney office which picked up five awards.

The NZ win follows NZ’s first Global Effie Award, wins at D&AD and One Show, plus three golds at AWARD in Sydney.

Special Group ceo/CCO Tony Bradbourne said: “This was a large and challenging campaign that took well over 18 months to create.

“But the results in terms of ROI and the economic contribution it’s delivered back to New Zealand has made all of the months of effort, from Tourism New Zealand and all of our partners, so worthwhile.

Special head of strategy Rory Gallery said: “Of course there is some rivalry between Australia and NZ, but it’s cool to see there is also much love and respect, too.

“This was a large and challenging campaign that took well over 18 months to create.”

“The receptivity of this campaign amongst Australians has been incredible and to see that being recognised by our peers too has put a smile on our face.”

Special head of client service Storm Day said: “Good Morning World is a massive global gesture of welcome from New Zealanders, and at the heart of it are Kiwis, given the official role of greeting the world each morning. For a year.

“That’s incredibly ambitious – 92 days of filming ambitious! Huge congratulations to the team at Tourism New Zealand.” Says Special’s Head of Client Service, Storm Day.

Tony Bradbourne elaborates on how Special Group NZ and Special Group Australia collaborated on the campaign: “Whilst the global account is strategically and creatively led and run from New Zealand, we pitched with and collaborated with our incredible talent in Special Group Australia to get that crucial perspective from our biggest market.

“This project was a true collaboration across all of Special Group. But that’s the Special Group model – we use the best talent across the group, for each project, wherever they happen to sit geographically.”

Special Group Australia wins included Independent Agency of the Year, Innovative Use of Media, and Best use of Content – all for Uber Eats.


Agency: Special Group NZ
CEO / CCO: Tony Bradbourne
Head of Strategy: Rory Gallery
Managing Partner: Michael Redwood
Head of Client Service: Storm Day
ECD: Stu Mallarkey
Social and Brand Strategist: Daisy Conroy-Botica
Group Business Director: Sandra Daniel
Group Business Director: Pip Shepherd
Account Management: Amelia Daly
Account Management: Bonnie Shum
Account Management: Isabeau Brimeau
Planner: Callum Orr
Head of Film Production: Katie Mortensen
Creative Director Design: Heath Lowe

: Tourism New Zealand
Chief Executive: Stephen England-Hall
Director Marketing: Brodie Reid
Director of Commercial: René de Monchy
Global Manager, PR and Major Events: Lauren Vosper
Global Brand and Content Manager: Jill Chestnut
Senior Brand and Content Specialist: Jaime Reid
Brand and Content Manager: Ella Frater
Brand and Content Co-ordinator: Danelle Murphy
Global Manager Trade Marketing: Tansy Tompkins
Campaign & Conversion Specialist: Anna Basten
Digital Campaign & Content Manager: Chloe Hedley
Product Owner – Consumer & Corporate: Namrta Malik
Digital Content Specialist: Shweta Yadav

: Special Group Australia
ECD: Tom Martin
ECD: Julian Schreiber
Creative Director: Jack Nunn
Creative Director: Nils Eberhardt
Managing Director: Cade Heyde
CEO: Lindsey Evans
Strategy Director: Celia Garforth
Account Management: Michelle Braslin
Account Management: Rebecca Grant
Strategy Director: Anna Bollinger
Producer: Nick Lilley
Digital Production: Sharon Gray
Digital Production: Jesse McCallum

Director: Tony Bradbourne
Producer: Katie Mortensen

Prod Co
: Sweetshop
Director: Dylan Pharazyn
Director: Charlotte Evans
Director: Mark Burrows
Director: Zoe McIntosh
Managing Director: Fiona King
Executive Producer: Ben Dailey
Producer: Andy Mauger
Editor: Ben Chesters
Editor: Alex O’Shaughnessy
Editor: Nathan Pickles
Colourist: Big Tree Studios / David McLaren
Audio Post: Big Tree Studios / David Liversidge
Online: Big Tree Studios / James Corden
Composer: Max Scott

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