The very best project in each discipline at the Best Design Awards is awarded the supreme, Purple Pin for work that truly raises the bar for New Zealand design.
Purple Pin Case Study — Public Good
Motion Sickness
Proud to be Māori
Purple Pin 2021
Public Good: Proud to be Māori
Studio: Motion Sickness
Judge's comments
Such a simple and powerful statement. Pride explodes from the images and the execution is perfect. Emotional and crystal clear.
Excellent to see a campaign that focuses on acknowledging and celebrating being Maori. This campaign is unapologetic and beautifully executed.
The gentle, but brutally impactful anti-racism campaign is a slow burner. Slowly, slowly working to dismantle the tacit approval of everyday racism.
Description
Te Whānau o Waipareira serves as an advocate and a voice of empowerment; an organisation with a bold vision, lighting the path for their people, to support positive life changes for Urban Māori and their whānau. This vision is the driving force behind the ‘Proud to be Māori’ brand campaign.
Created in collaboration with the Waipareira whānau, ‘Proud to be Māori’ is a fearless call for Māori to reshape and regain control of their own narrative; their cultural identity, their tikanga, and their whakapapa. This campaign is underpinned by the tireless mahi that Te Whānau O Waipareira undertake for their community and acknowledges the challenges faced by Māori within a landscape of systemic racism and oppression.
