NZ Labour Party


Brand Development
Let’s Do This - Election Campaign

On the first of August 2017, Jacinda Ardern was appointed as Leader of the Labour Party. With just 7 ½ weeks until the election day she made it clear that a new campaign was needed to match her determination to do things differently.

The new leadership created real momentum, and Curative was pleased to lead a collaboration of passionate creative individuals who came together to respond to the call for a new advertising campaign.

The urgency required quick thinking and fast decisions, with the iconic ‘Let’s Do This’ campaign line created, tested and released within the first week of the new leadership.

The new campaign allowed us to introduce a lighter, brighter look and feel, with strong, bold typography. This was then used for all elements of the campaign to create a consistent and easily recognisable new visual language, which continues to be used for Labour Party brand communication materials.

Curative helped to deliver printed, digital and video campaign material and worked alongside the fantastic team at Augusto who led the production of the TVC’s and social media videos.


Special thanks to all of the collaborators and contributors who answered the call and brought so much creativity, passion and energy to a special campaign.

Some images used with courtesy via The NZ Labour Party

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