Social Good Award
Clemenger BBDO Limited 22 The Conscious Crossing
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Pou Auaha / Creative Directors
Brigid Alkema, Emily Beautrais
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Ringatoi Matua / Design Director
Steve Boggs
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Ngā Kaimahi / Team Members
JP Twaalfhoven, Steve Hansen -
Kaitautoko / Contributors
Christina Hazard, Claudia Zwimpfer, Carly Neemia, Carne Godfrey, Fern Holloway, Dan Monaghan, Ollie Stent, Paul Stent -
Client
Ah-Leen Rayner
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/64/l4/k1/vl/TheConsciousCrossing1-0-1172-0-826.jpg?k=8e2300eb7a)
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/zu/qz/x9/k2/TheConsciousCrossing3-0-1172-0-826.jpg?k=49b1def48d)
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/f2/dn/yv/hj/TheConsciousCrossing2-0-1172-0-826.jpg?k=fb1d67e1f1)
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/wl/36/3q/q4/TheConsciousCrossing4-0-1172-0-826.jpg?k=786e3fadbb)
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/ni/a6/jg/eb/TheConsciousCrossing5-0-1172-0-826.jpg?k=acae5c1f3a)
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/z7/qv/hc/gq/TheConsciousCrossing6-0-1172-0-826.jpg?k=63b7c763e9)
![](https://supermodel-bestawards.s3.amazonaws.com/resized/sm/entry/ar/to/ti/vg/TheConsciousCrossing7-0-1172-0-826.jpg?k=fd949b93c9)
Judge's comments:
The judges were delighted to see an approach to changing behaviour that uses physical layout and not information/signage. With a constantly changing layout, the design responds cleverly to the insight that familiarity creates complacency.