Arnya Karaitiana: My Top 3 @ LIA
Arnya Karaitiana, Creative Director & Kaiārahi Māori at Special Aotearoa represented New Zealand on the LIA Non-Traditional jury in Las Vegas. Karaitiana, along with many other New Zealand and Australian jurors, presents her top 3 favourite campaigns from the Non-Traditional competition, exclusively for CB.
As day three came to a close, it was time to pause, reflect, and honour the work that had truly impressed us over the past three days. Being in the room together, kanohi ki kanohi, reminded me of the power of people: unique voices, shared energy, and perspectives that challenge and inspire. What stood out most was the way creativity can connect us to each other and to the world around us — the kind of work that honours people, place, and purpose. For me, that’s the essence of non-traditional: not just what’s next, but what matters.
AXA ‘Three Words’ (Grand LIA, Gold, Silver, Bronze)
Agency: Publicis Conseil, Paris
AXA’s ‘Three Words’ is the kind of work that reminds us what creativity is for. It’s not about decoration, but transformation — taking something as rigid as an insurance policy and turning it into a lifeline. In the jury room we spoke about purpose, connection, and ideas that shift the way people live, not just how they look at a brand. This is that in action. For audiences in New Zealand and Australia, it’s a powerful reminder that the most enduring creativity is deeply human — it protects, it uplifts, it gives people a way forward.
My three favorites (in no particular order):
Lidl ‘Lidlize’ (Bronze)
Agency: Marcel, Paris
“Lidlize” stood out for its craft and playfulness. The idea wasn’t necessarily new — but it was non-traditional in shifting brand perspective and its execution was immaculate. It was visually compelling, participatory, and invited people to create alongside the brand rather than just consume it. That shift, from audience to co-author, is what made it special. In Aotearoa, where we pride ourselves on innovation that’s hands-on and collaborative, this felt like a reminder that design and craft still matter. Non-traditional isn’t defined by invention alone, but by the craft and care that weave people, technology, and creativity into something unforgettable.
Heineken ‘Pub Succession’ (Silver, Silver, Bronze)
Agency: LePub, Milan
“Pub Succession” had charm, heart, and cultural resonance. It tapped into something bigger than marketing — the preservation of whakapapa: lineage, names, and community identity. In Ireland, that means keeping family names above the pub doors. For us in Aotearoa, it echoes our own values of whānau, place, and heritage. It’s a smart business move, yes — but at its core, it’s about connection: honouring the past while ensuring the future. That’s what made it shine in the room — it wasn’t just clever, it was meaningful.
HERALBONY Morioka/Iwate ‘HERALBONY’ (Silver)
“HERALBONY” was a powerful reminder that creativity can come from anywhere, and anyone. The initiative elevated artists with intellectual disabilities, not as charity cases, but as creators of value, whose work deserved recognition and economic independence. What I liked about it is that it echoes the belief that every person carries unique skills, gifts, and taonga — and that our role is to create space for those gifts to be seen and thrive. In a category full of bold and technical entries, this one felt quietly radical: it dignified people, celebrated differences, and proved that ability takes many forms. Very deserving of its place on the podium.