AGENCY
1. Tony Bradbourne - Chief Creative Officer
2. Lisa Fedyszyn - Executive Creative Director
3. Jonathan McMahon - Executive Creative Director
4. Arnya Karaitiana - Creative Director
5. Tom Johnson - Senior Copywriter
6. Kimberley Scott - Art Director
7. Kelly Grindle - Head of PR and Influence
8. Briar Rowsell - Media Director
9. Priyanka Patel - Group Business Director
10. Isabeau Brimeau - Senior Business Manager
SUMMARY
We needed to increase awareness and understanding of Motor Neurone Disease for MND NZ.
So, we took ‘put yourself in their shoes’ literally and simulated the experience of MND in way that’s relatable to anyone.
This led to David’s Unsuables – an idea that hijacked NZ’s leading e-marketplace TradeMe, where we charted the ‘real-life’ digital-decline of David Seymour by selling items he could no longer use.
It was the first time that the platform’s auction functionality became a central storytelling device, that helped to educate NZ and raise awareness for.
