Judge's comments:

Moving and deeply creative, this was a powerful response to an urgent issue. Strong design and clear messaging came through in every element: lighting, set, and video - delivering an experience that was both visually striking and emotionally resonant. The campaign felt empowering, drawing focus to the gravity of its message with clarity and intent. We especially admired how it transformed the abstract idea of parliamentary seats into something tangible, and how the simple act of a raised hand became a gesture of immense power.

Description:

In the lead-up to the 2025 election, with over 120,000 eligible Māori not enrolled and many more on the general roll the country needed a statment. The campaign reframed enrolment not as a bureaucratic task, but as a powerful act of identity and unity. The central idea was simple and profound — a roll call. Tāme Iti, one of Aotearoa’s most respected Māori voices, delivered a 30-minute long-form ad (New Zealand’s longest ever), reading over 500 real Māori names shared with consent.

Filmed in a single take, the piece had no distractions — just Tāme, the names, and the question: “Will you answer the call?” The set was a reinterpretation of the Beehive’s press gallery, designed in poutama — a traditional Māori pattern symbolising growth and elevation. The campaign extended across outdoor, social and a microsite (maorirollcall.co.nz), where people could switch to the Māori roll or add their name to the next call.

By combining cultural weight, personal recognition and political urgency, the campaign sparked national conversation. It was covered on 1News, RNZ, and more, and debated in Parliament for its political and cultural power. It reached thousands online and in the real world through localised name-led outdoor. The result: enrolment was no longer just a form — it became a form of protest, pride and collective action.