|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Igniting a Global Conspiracy to #GetNZontheMap
Client: Tourism New Zealand
Laura Liang, Chief Strategy Officer of DDB China Group:
It is definitely a campaign that stood out last year based on its humour, the volume of earned media, and the social buzz it created. And it spread like a social myth through an intriguing thread of investigations on maps that have missed out NZ. And it was done so smartly by dramatising everything as a conspiracy, even involving political figures to really cook it up.