New Zealand advertising wins the top prize

“To fix our national pride, the decision is obvious: herpes.”

It was the terrain made by the Charity Foundation for New Zealand Herpes last October when a campaign to turn the country “The Best Place” began to have the infection.

This campaign achieved a roaring success, winning a top award at this year’s Cannes Lions awards, which recognizes high achievements in the creative industry.

The campaign, which aims to destroy herpes through an advertising video with artificial tourism, was awarded the Grand Prix for a good – a category that seeks to emphasize the work of non -profit organizations and charity organizations.

The video is involved in Sir Graham Henry, the former chief coach of the national rugby team.

In it, he advertised the past successes of New Zealand and mourned his diminishing sources of national pride, as a “disturbing low” ratio of sheep to man and pies that “press seven dollars”.

“We need something new to be proud of; something big and bold to bring us back on the map,” said Henry as she killed the word “shingles” – in all hats – on a chalk board.

“It’s time for New Zealand to become the best place in the world to have herpes.”

Another video followed from an old school packed as a “Herpes Destigation Course”, including other national icons such as former Health Ministry chief Sir Ashley Bloomfield and professional boxer Mea Motu.

The rebellious humor that goes through the campaign – which was developed with agencies for the movement of disease and Finch – hit the chord with the audience.

“Forget Doom and Molood, there is enough of what I am already touring,” said David Ohan, Chief of Communications at the United Nations Foundation and President of Judicial Lions in Cannes.

“Our awarded 2025 took a taboo theme and turned it to your head – showing that with a great strategy, a big, bold, crazy idea … and humor with days that everything is possible.”

About one of three sexually active adults in New Zealand is a virus that causes genital herpes, although most have mild or no symptoms and can lead a simple life, according to the New Zealand Herpes Foundation.

“The popular media, misinformation and the disadvantage of the New Zealanders who talk about sex – have led to a huge stigma for those who live a normal life with the virus,” a press release said when the campaign launches last October.

Alaina Luxmoore of the New Zealand Foundation Herpes told a local television program, which breakfast that millions have seen a campaign that has a “massive cut”.

“The campaign was so funny, I think that’s why it works,” Luxmor said.