LBB Partners with AWARD for Insightful Sessions at This Way Up Festival

In a significant collaboration aimed at fostering creativity in advertising, Little Black Book (LBB) has partnered with the Australian Writers and Art Directors (AWARD) to present an engaging series of sessions at the upcoming This Way Up festival. This event, scheduled to take place in Sydney from August 12 to 15, 2025, will delve into the creative processes behind two of the most provocative advertising campaigns in recent memory: 'Make New Zealand the Best Place in the World to Have Herpes' and 'Better on a Better Network'.

The sessions will be hosted by Brittney Rigby, the managing editor of LBB AUNZ. According to Rigby, the discussions aim to unpack the creative journey behind these campaigns, elucidating how bold ideas are developed into successful projects that resonate globally.

A highlight of the event will be insights from Sam Stuchbury, Executive Creative Director and founder of Motion Sickness, alongside Alex Roberts, a director at FINCH. They will recount the compelling narrative behind the New Zealand Herpes Foundation campaign, which gained international acclaim by winning two Cannes Grand Prix awards and igniting widespread conversation about the stigmatization of herpes.

In a statement, Stuchbury noted, "The campaign not only challenged the stigma associated with the disease but also elevated public discourse around sexual health in an engaging manner."

Furthermore, the session will feature contributions from Micah Walker, founder and Chief Creative Officer of Bear Meets Eagle on Fire, and Emma Wright, lead producer, as well as Michael Ritchie from Revolver. They will provide insights into the creative strategies that transformed the Telstra campaign into a remarkable success, culminating in a Grand Prix award in Film at the Cannes Lions festival. Walker remarked, "Our focus was on blending irreverence with humanity, which turned a typical utility message into a creative standout."

Mandie van der Merwe, chair of AWARD, emphasized the importance of understanding the intricacies involved in producing high-quality campaigns. She stated, "Behind every piece of metal is a mess of late nights, big bets, brave clients, and brutal feedback. AWARD aims to unveil these realities, not just as a celebration but as a learning opportunity for the industry."

Following these sessions will be "Creative Impact Unpacked," presented by Lions, where Ed Pank, Senior Vice President of LIONS APAC, will share insights from the 2025 Cannes Lions. His presentation will focus on the evolving relationship between brand consistency and performance in a fragmented market, asserting that consistency has become a critical creative superpower in today's advertising landscape.

The This Way Up festival is supported by prominent organizations including Meta, LinkedIn, OMA, and TalentPay, signifying a robust backing for the event aimed at nurturing innovation in the advertising sector. As the festival approaches, industry stakeholders anticipate meaningful dialogues that could shape the future of creativity in advertising.