Special New Zealand ranks in at #16 in the 2022 Good Report for ‘David’s Unusables’
One of New Zealand’s most awarded campaigns of recent years, ‘David’s Unusables’ for Motor Neurone Disease Association has been recognised yet again – this time by The Good Report in its 2022 list of the best campaigns globally.
The Good Report is a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility by shedding light on major social and environmental issues.
Named #16th, ‘David’s Unusables’ was an integrated campaign by Special that ‘hijacked’ TradeMe to sell off personal items of Whangarei-based David Seymour as the muscle wasting disease stripped away his ability to use them.
The auction showcased the impact the disease had on David and started by selling his large outdoor items like a fishing rod and a bike, before moving onto the likes of cutlery and teacups for when he no longer had the ability to feed himself.
Says Tony Bradbourne, founder, Special: “Creativity has the incredible ability to grow business, change behaviours, but also to drive awareness and raise funds for causes that don’t get the attention they deserve or desperately need. It’s great that this campaign continues to create attention around the world. And for a campaign from New Zealand to be recognised as one of the most effective in the world by WARC and The Good Report.”
The Good Report ranking is produced by combining the results of the recently published WARC Creative 100, the global benchmark for creative effectiveness, with ACT Responsible initiatives: Great Ads for Good Exhibition, the Care Awards, TV show One minute of Responsibility, Tributes (public vote), and the Good Ad Gallery. There are no complicated criteria or categories, just great work for Good.
The Good Report 2022 best ranked campaigns and companies promoting good are:
Campaigns
#1 Reverse Selfie, Ogilvy UK, Dove
#2 Signal for Help, Juniper Park\TBWA, Canadian Women’s Foundation/Women’s Funding Network
#3 Catch of the Day 2050, Ogilvy Social.Lab Amsterdam, Sea Shepherd Conservation Society
#4 Beyond the Surface, Havas Worldwide Middle East, Adidas
#5 The Lost Class, Leo Burnett Chicago, Change the ref
Agencies
#1 Ogilvy UK
#2 FCB Chicago
#3 Juniper Park\TBWA Toronto
#4 BBDO New York
#5 Area 23, IPG Health Company New York
Networks
#1 Ogilvy
#2 Havas Group
#3 FCB
#4 BBDO Worldwide
#5 McCann Worldgroup
Brands
#1 Dove
#2 Sea Shepherd Conservation Society
#3 Red Cross
#4 Greenpeace
#5 Change the Ref
Countries
#1 United States
#2 France
#3 United Kingdom
#4 Canada
#5 Brazil
The full list can be viewed here.
