New Zealand's Irreverent Ad for Herpes Wins Cannes Lions Grand Prix

The unique advertisement seeks to turn the narrative on herpes, using humor and celebrity endorsements to spark conversation.

In an audacious move, the New Zealand Herpes Foundation recently gained international acclaim with a cheeky ad campaign designed to destigmatize herpes, earning a coveted Grand Prix for Good award at this year's Cannes Lions Festival. Launched last October, the campaign playfully suggested that New Zealand could be the "best place" to have herpes—a proposition sparked by the need to bolster national pride.

The foundation's campaign cleverly utilized the format of a faux tourism advertisement, featuring the renowned Sir Graham Henry, a former coach of the country's national rugby union team. In the humorous video, Henry expresses concern over dwindling sources of national pride, highlighting issues like the low sheep-to-human ratio and the rising prices of iconic meat pies. “We need something new to be proud of; something big and brave to put us back on the map,” he proclaimed while enthusiastically writing “HERPES” in bold letters on a chalkboard.

The campaign cleverly presented a "herpes destigmatization course," showcasing other notable Kiwi figures like Sir Ashley Bloomfield, former health ministry chief, and professional boxer Mea Motu—adding layers of humor and relatability that resonated with audiences.

David Ohana, communications chief at the United Nations Foundation and a jury president at the Cannes Lions, praised the innovative approach taken by the campaign. “We took a taboo topic and turned it on its head,” he said, emphasizing the effectiveness of combining strategic boldness with comedy.

Statistics from the New Zealand Herpes Foundation indicate that about one in three sexually active adults in the nation carries the virus that leads to genital herpes, with many experiencing mild or no symptoms. However, pervasive misinformation and a cultural reluctance to discuss sex have contributed to significant stigmatization for those leading typical lives with the virus.

Alaina Luxmoore from the New Zealand Herpes Foundation highlighted the overwhelming reach of the campaign, stating that its humor played a crucial role in its success. “The campaign was so funny, I think that’s why it worked,” Luxmoore remarked during an interview with a local breakfast show, emphasizing the need for open discussions and a shift in societal attitudes towards sexual health.