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"Dunedin Works Better" (PR Campaign)
Project Type
Awareness Campaign
Client
Local Council
Date
2025
Role
Account Manager
Awards
- 1x Agda Finalist: Brand & Identity Campaign
- 1x Agda Finalist: Writing for Design
- 1x Best Design Awards Finalist: Design Communications
— The Brief
Dunedin, city located at the South of New Zealand, has everything all the other cities have - minus all their worst traits. And it was about time the country knew about it. For this awareness campaign, we called out the elephants in the cities - blasting honest creative on the biggest billboards we could find. And the tongue in cheek campaign even earnt us 3x awards at the AGDAs and Best Awards. Tick!
— The Production Challenge
Our client didn't have the budget you usually need to make waves in bigger cities - so mass media buys were not an option. We had to decide how to balance the spend: better creative, or more media? We opted for a simpler creative approach, and just a couple well-placed billboards in each city. Then, we rolled up our sleeves and worked in-house to spread the word. Soon, we had a story.
— The Result
The campaign made NOISE! It was featured in national New Zealand press and collected 3 major awards for its tongue in cheek approach.
