LBB Partners with AWARD: The Work Behind The Work at This Way Up
AWARD to Host ‘the Work Behind The Work’ Sessions at This Way Up Festival
Sydney, Australia – AWARD, the Australasian Association of Advertising, will host two highly anticipated sessions of its popular ‘The Work behind The Work’ series at next month’s This Way Up festival. These sessions promise to pull back the curtain on two of the most impactful and talked-about campaigns, offering invaluable insights into the creative process and the dedication required to achieve world-class results.
Unpacking Award-Winning Campaigns Live
This Way Up, Australia’s premier festival of creativity, will provide the stage for AWARD to dissect two groundbreaking campaigns: ‘Make New zealand the Best Place in the World to Have Herpes’ and ‘Better on a Better Network’. Hosted by brittney rigby,LBB AUNZ managing editor,these live on-stage discussions will delve into the genesis of these ideas,the challenges overcome,and the sheer effort involved in bringing them to fruition.
The Herpes Foundation: A Global Sensation
The first session will feature Sam Stuchbury, ECD and founder of Motion Sickness, and Alex Roberts, director at FINCH. They will share the compelling story behind the bold idea for the NZ Herpes Foundation, a campaign that not only achieved global recognition, including two Cannes grand Prix awards, but also ignited millions of conversations worldwide. Attendees will gain a firsthand understanding of how a brave concept, executed with precision, can transcend its initial brief to become a cultural phenomenon.
Telstra’s ‘Better on a Better Network’: Crafting a Creative Showstopper
The second session will spotlight the creative minds behind the Telstra campaign, ‘Better on a Better Network’. Micah Walker, founder and CCO of Bear Meets Eagle on Fire, alongside lead producer Emma Wright, will join Michael Ritchie, MD of Revolver, to take the audience behind the scenes. This session will reveal how irreverence, genuine humanity, and remarkable craft transformed a utility-focused message into a truly memorable and award-winning creative piece, culminating in a Grand prix in Film at Cannes.
Learning from the Masters of Creativity
AWARD chair Mandie van der Merwe emphasized the importance of these sessions for the industry. “Behind every piece of metal is a mess of late nights, big bets, brave clients, and brutal feedback,” she stated. “AWARD will pull back the curtain on that reality, not just to celebrate it, but so the industry can learn from it. If we want more campaigns like these, we need to understand what really goes into making them.”
Creative Impact Unpacked: insights from Lions
Following the ’The Work Behind The Work’ sessions, Lions will present ‘Creative Impact Unpacked’. This segment will offer crucial insights from the 2025 Cannes Lions, focusing on campaigns that have delivered significant business results. Ed Pank,Senior Vice President of LIONS APAC,will present new findings,exploring the creative strategies that drive business success. His presentation will highlight why consistency is emerging as a critical creative superpower and what it takes to effectively blend brand building with performance marketing in today’s complex media landscape.
This Way Up festival will take place in Sydney from August 12-15. The event is proudly supported by Meta, LinkedIn, OMA, and talentpay, bringing together industry leaders and innovators to explore the future of creativity and its impact.