Campaign for Māori a true collaboration from Saatchi & Saatchi New Zealand
April 3, 2013
This week saw the launch of the Electoral Commission’s campaign “Māori Roll or General Roll - He aha ō whakaaro?”
Encompassing TV, radio, online, print and outdoor, it aims to spread the word among Māori about the choice available to them in the Māori Electoral Option, a legislated event that runs approximately every five years.
Saatchi & Saatchi ECD Antonio Navas ommented: “The main challenge was to deliver such a message, with the cultural and political issues surrounding it, in a way that doesn’t preach to the audience, but embraces and includes them.As an agency, we didn’t wish to dictate anything, so we approached the project as a true collaboration.
After broad consultation with various groups, a wide-ranging team of talents was assembled early in the process, so that our internal creative and production crew were joined at a very conceptual level by Artist Marcus Winter, composer Peter Hobbs (Harmonic Studios), cultural advisors Rewi Spraggon and Tearepa Kahi, Liquid Studios and the visual team at Spark, among many other contributors.”
Enrolment Services, Electoral Commission National Manager Murray Wicks: “We’re proud that this approach produced something so graceful and powerfully simple. The response from diverse Māori communities has been incredibly gratifying.”