Motor Neurone Disease New Zealand

Special New Zealand *Lead 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. Kimberly 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

We needed to increase awareness and understanding of Motor Neurone Disease for MND NZ. The debilitating nature of MND means that overtime your muscles deteriorate to a point where you lose the ability to use everyday items. To demonstrate this, we created ‘David’s Unusables’ – a media-led idea that digitally charted the ‘real-life’ decline of David Seymour by selling items he could no longer use on NZ’s leading e-marketplace -TradeMe. The creative use of this platform captured nationwide attention and drove home the effect of the disease in the process.