The Māori Roll Call
WHĀNAU ORA
The more people on the Māori electoral roll, the more Māori seats in parliament. It’s that simple.
At this pivotal moment in history, the government is threatening to roll back decades of progress on Māori rights and representation. Yet many people remain on the general roll, or unenrolled to vote altogether.
The Māori Roll Call implores people to raise their hands and join the Māori roll, ensuring a stronger voice in parliament to help shape a future led by Māori values. At the same time, it demystifies the Māori Roll and encourages people to make a conscious choice – general or Māori Roll?
Fronted by legendary activist Tāme Iti, the campaign featured a roll call of over 500 real Māori names and included Aotearoa New Zealand’s longest ad; a 30 minute list of names being read out. As the movement grew, more names answered the call; these were featured locally to add relevance.
The names, faces and hands featured in the campaign were shared with aroha and consent by voters on the Māori roll. Thank you to every person who gave their name to stand behind this kaupapa.
Agency: Motion Sickness
Director: Reagen Butler
Photographer: Holly Sarah Burgess
Production Designer: Joseph Leary
CANNES LIONS 2026・GOLD - SUSTAINABLE DEVELOPMENT GOALS LIONS・GOLD - GLASS: THE LION FOR CHANGE・D&AD 2026・GRAPHITE PENCIL・WOOD PENCIL・THE ONE SHOW 2026・FUSION PENCIL・SUSTAINABLE DEVELOPMENT GOALS PENCIL・ONE ASIA 2025・SUSTAINABLE DEVELOPMENT GOALS AWARD・GOLD - CULTURAL IMPACT ・BRONZE - DIRECT MARKETING・BRONZE - OMNICHANNEL/INTEGRATED (FOR GOOD)・BEST AWARDS 2025・PURPLE PIN - TV/ONLINE COMMERCIALS・GOLD - TV/ONLINE COMMERCIALS・GOLD - DIGITAL CAMPAIGNS・GOLD - DESIGN COMMUNICATION・GOLD - SOCIAL GOOD・GOLD - TOITANGA・THE WORTHIES 2026・MOST EFFECTIVE TE AO MĀORI CAMPAIGN OR ADVERTISEMENT・BEST TELEVISION AD・SPIKES ASIA 2026・GRAND PRIX FOR GOOD・GLASS AWARD FOR CHANGE・AXIS 2026・GRAND AXIS・GRAND PRIX - DIRECT・GOLD - FILM CRAFT: CINEMATOGRAPHY・GOLD - FOR GOOD・GOLD - TV, CINEMA OR VOD: CAMPAIGNS・SILVER - FILM CRAFT: EDITING・SILVER - FILM CRAFT: DIRECTION・SILVER - DIRECT・BRONZE - INTEGRATED・BRONZE - DIRECT: DIGITAL・BRONZE - TV, CINEMA OR VOD: OVER 30 SECONDS・AWARD 2026・GOLD - CREATIVE EFFECTIVENESS・GOLD - DIRECT・GOLD - INTEGRATED・GOLD - FILM・GOLD - CREATIVITY FOR GOOD・GOLD - CREATIVITY FOR GOOD - EQUALITY・SILVER - CINEMATOGRAPHY・SILVER - DIRECTION・BRONZE - ART DIRECTION・BRONZE - CASTING・BRONZE - PRODUCTION DESIGN・BRONZE - PRODUCTION