{"id":28914,"date":"2025-10-31T10:44:18","date_gmt":"2025-10-31T10:44:18","guid":{"rendered":"https:\/\/codewebbarcelona.com\/https-codewebbarcelona-com-blog-proyecto-digital-destacado-the-maori-roll-call-diseno-activismo-voz-colectiva\/"},"modified":"2026-04-21T00:54:48","modified_gmt":"2026-04-21T00:54:48","slug":"featured-digital-project-the-maori-roll-call-design-activism-collective-voice","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/en\/blog\/featured-digital-project-the-maori-roll-call-design-activism-collective-voice\/","title":{"rendered":"Featured Digital Project of the Week: The M\u0101ori Roll Call \u2014 Design, Activism, and Collective Voice"},"content":{"rendered":"<h2>How Motion Sickness turned voter registration in New Zealand into an experience of design, identity, and collective power<\/h2>\n<p>When design connects culture, purpose, and emotion, it becomes a political force. <strong>The M\u0101ori Roll Call<\/strong>, created by the studio <strong>Motion Sickness<\/strong> for <strong>Wh\u0101nau Ora<\/strong>, is a remarkable example of how <strong>digital design<\/strong> and communication can transcend marketing and become an <strong>act of collective representation<\/strong>. Winner of the <strong>Best Design Awards 2025<\/strong> in the <em>Digital Campaigns<\/em> category, this project redefined what it means to create a civic campaign in the digital age: more than just inviting participation, it made every name, every person, and every voice feel seen and heard.<\/p>\n<p><iframe title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/1095460383?h=5cb26b84b6\" width=\"640\" height=\"360\" frameborder=\"0\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\"   allowfullscreen><\/iframe><\/p>\n<h3>A purposeful act of design<\/h3>\n<p>In the lead-up to New Zealand\u2019s 2025 elections, the country faced a sobering reality: over <strong>120,000 eligible M\u0101ori were not registered<\/strong> to vote. Confronting a longstanding issue of political representation, the campaign set out to break through apathy and transform a bureaucratic process\u2014voter registration\u2014into an act of <strong>cultural identity and collective empowerment<\/strong>.<\/p>\n<p>Motion Sickness, known for its human-centered, narrative approach, avoided political rhetoric and conventional advertising design. Instead, they proposed a visual and symbolic intervention rooted in a simple, profound question: <strong>Will you answer the call?<\/strong> This question became the heart of a campaign that blended <strong>art, activism, and digital design<\/strong>.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-2.jpg\" alt=\"\" width=\"1920\" height=\"1358\" class=\"alignnone size-full wp-image-13617\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-4.jpg\" alt=\"\" width=\"1920\" height=\"1358\" class=\"alignnone size-full wp-image-13609\" \/><\/p>\n<p>The result was <em>The M\u0101ori Roll Call<\/em>: a 30-minute film featuring <strong>T\u0101me Iti<\/strong>\u2014one of the most respected M\u0101ori artists and activists\u2014reading out more than five hundred real names of those registered on the M\u0101ori electoral roll. No embellishments, no cuts, no artifice: just voice, names, and silence. What could have been a standard institutional announcement became a ritual, emotionally charged experience.<\/p>\n<h3>Creative concept: a call to the name<\/h3>\n<p>In M\u0101ori communities, a name is more than a word: it is genealogy, a link to the past and to the land. <strong>To name<\/strong> is to recognize, to give existence, to affirm belonging. The campaign understood this cultural dimension and translated it into audiovisual language. The \u201croll call\u201d\u2014the list of names spoken aloud\u2014became a <strong>ceremony of visibility<\/strong>. Each name spoken was a story reclaimed, a life re-entering the political conversation.<\/p>\n<p>The <strong>set<\/strong>, designed as a reinterpretation of the <em>Beehive Press Gallery<\/em> (the New Zealand Parliament\u2019s press gallery), incorporates the <em>poutama<\/em> pattern, a traditional symbol representing <strong>ascension, learning, and spiritual elevation<\/strong>. In this setting, T\u0101me Iti doesn\u2019t perform: he embodies history, guiding viewers through an act of collective memory. The decision to film in a single continuous shot reinforces authenticity and solemnity. There are no cuts or visual tricks; everything rests on the power of the spoken word and the light.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-1.jpg\" alt=\"\" width=\"1920\" height=\"1358\" class=\"alignnone size-full wp-image-13616\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-5.jpg\" alt=\"\" width=\"1920\" height=\"1080\" class=\"alignnone size-full wp-image-13610\" \/><\/p>\n<h3>Visual design, narrative, and art direction<\/h3>\n<p>Visually, <em>The M\u0101ori Roll Call<\/em> is defined by an aesthetic of <strong>restraint and respect<\/strong>. Lighting becomes a language: a warm dusk envelops the speaker, while subtle beams of light cut through the space, as if symbolizing voices being heard again. The art direction is austere, almost liturgical, reinforcing the sense of ceremony. Every element of the set design\u2014from the arrangement of the furniture to the materials used\u2014was conceived to <strong>focus attention on the voice and the name<\/strong>.<\/p>\n<p>The campaign\u2019s visual identity, used across its digital extensions (microsite, videos, posters, and social media), features a robust typeface with clean lines and balanced proportions, evoking an institutional tone without losing its humanity. The dominant color is a <strong>deep red<\/strong>, associated with both M\u0101ori land and mana\u2014spiritual energy\u2014contrasted with dark and neutral tones for gravitas.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-10.jpg\" alt=\"\" width=\"1920\" height=\"1357\" class=\"alignnone size-full wp-image-13615\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-6.jpg\" alt=\"\" width=\"1920\" height=\"1080\" class=\"alignnone size-full wp-image-13611\" \/><\/p>\n<p>The result is a <strong>cohesive graphic and audiovisual design<\/strong>, where every aesthetic choice serves the narrative. Nothing is superfluous. Everything contributes to a sense of symbolic weight and emotional truth.<\/p>\n<p><iframe title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/1095461778?h=91ca9d71bc\" width=\"640\" height=\"360\" frameborder=\"0\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\"   allowfullscreen><\/iframe><\/p>\n<h3>The digital and social experience<\/h3>\n<p>The campaign went beyond audiovisual storytelling to become a <strong>participatory digital experience<\/strong>. On the microsite <a href=\"https:\/\/maorirollcall.co.nz\" target=\"_blank\">maorirollcall.co.nz<\/a>, users could switch their registration to the M\u0101ori roll or add their name to the next call. The site mirrored the film\u2019s visual style: deep tones, clear typography, and simple navigation that emphasized the main action\u2014<strong>\u201cadd your name\u201d<\/strong>\u2014as both a symbolic and political gesture.<\/p>\n<p>The UX design focused on <strong>emotion and accessibility<\/strong>. This wasn\u2019t an informational platform; it was an emotional extension of the message. Animations were subtle, micro-sounds reinforced the sense of ritual, and the interaction flow was designed to feel less like a digital process and more like <em>taking part in a ceremony<\/em>. This approach made the site a performative experience: users didn\u2019t just watch the campaign\u2014they completed it.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-9.jpg\" alt=\"\" width=\"1920\" height=\"1357\" class=\"alignnone size-full wp-image-13614\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-7.jpg\" alt=\"\" width=\"1920\" height=\"1080\" class=\"alignnone size-full wp-image-13612\" \/><\/p>\n<p>The initiative also expanded to social media and public spaces with <strong>custom posters featuring real names<\/strong>, strengthening the link between individual identity and collective action. Each name was a call, each poster a declaration of belonging. The digital and physical strategies worked in tandem, amplifying the message and reinforcing the visual narrative.<\/p>\n<h3>Cultural impact and results<\/h3>\n<p>The impact of <em>The M\u0101ori Roll Call<\/em> was immediate and profound. It not only received coverage from major national outlets\u2014<strong>1News, RNZ, TVNZ<\/strong>\u2014but also sparked <strong>parliamentary debate<\/strong> about the campaign\u2019s political and cultural power. Within weeks, thousands visited the microsite and shared the film, turning what began as a communications initiative into a <strong>social movement<\/strong>.<\/p>\n<p>What stands out most is not the numbers, but the symbolic shift: registration was no longer seen as a chore, but as an <strong>act of cultural affirmation<\/strong>. As the Best Design Awards judges put it, the campaign was \u201cemotionally resonant, visually powerful, and conceptually clear,\u201d highlighting its ability to turn the abstract\u2014political representation\u2014into something tangible and human.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-8.jpg\" alt=\"\" width=\"1920\" height=\"1358\" class=\"alignnone size-full wp-image-13613\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/campana-digital-maori-roll-the-call-3.jpg\" alt=\"\" width=\"1920\" height=\"1358\" class=\"alignnone size-full wp-image-13608\" \/><\/p>\n<p>The recurring symbol of the <strong>raised hand<\/strong> encapsulates the campaign\u2019s message: answering the call is not about obedience, but about <strong>claiming the right to be heard<\/strong>. That hand stands for identity, protest, and pride. At the intersection of <strong>graphic design, art direction, and social strategy<\/strong>, Motion Sickness created a work that doesn\u2019t just communicate\u2014it moves, invites, and transforms.<\/p>\n<h3>Design with soul: the role of Motion Sickness<\/h3>\n<p>The success of this campaign can\u2019t be understood without recognizing Motion Sickness\u2019s philosophy. Based in Auckland, the team is known for tackling social and cultural issues through contemporary design. In <em>The M\u0101ori Roll Call<\/em>, their role was closer to that of an artistic collective than a traditional agency. The balance between <strong>cultural authenticity and visual excellence<\/strong> was key to the outcome.<\/p>\n<p>The creative direction, led by <strong>Sam Stuchbury<\/strong> and <strong>Melina Fiolitakis<\/strong>, with cultural collaboration from <strong>K\u0101tene Durie-Doherty<\/strong> and the participation of <strong>T\u0101me Iti<\/strong>, built a bridge between contemporary art, activism, and mass communication. The campaign proves that <strong>purpose-driven design<\/strong> can be beautiful, strategic, and deeply human all at once.<\/p>\n<p><iframe title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/1095461778?h=91ca9d71bc\" width=\"640\" height=\"360\" frameborder=\"0\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\"   allowfullscreen><\/iframe><\/p>\n<h3>A new paradigm for digital design<\/h3>\n<p><em>The M\u0101ori Roll Call<\/em> sets a new standard for <strong>social digital design<\/strong>. It\u2019s not just about delivering a message, but about <strong>creating an emotional and cultural experience<\/strong> that inspires action. The blend of <strong>visual minimalism, cultural symbolism, and digital participation<\/strong> makes this project a powerful example of how design can be a language, a bridge, and a vehicle for change.<\/p>\n<p>In a global context where misinformation and political apathy threaten civic engagement, this project offers a clear lesson: <strong>design shouldn\u2019t just inform\u2014it should inspire<\/strong>. And when it does so with empathy and authenticity, its impact can cross borders.<\/p>\n<h2>Conclusion<\/h2>\n<p><strong>The M\u0101ori Roll Call<\/strong> is far more than a digital campaign: it\u2019s a visual manifesto about belonging and voice. In a world where design is often linked to commerce, this project reminds us of its potential for the common good. Motion Sickness achieves what few studios do: using design not to sell, but to <strong>shape a social conversation<\/strong>.<\/p>\n<p>Winner of the <strong>Best Design Award 2025<\/strong> in the <em>Digital Campaigns<\/em> category, this work redefines the boundaries between art, politics, and digital design. It doesn\u2019t seek likes or metrics; it seeks resonance. And it achieves this by placing soul at the heart of design.<\/p>\n<p>At <strong>Code Barcelona<\/strong>, we celebrate <em>The M\u0101ori Roll Call<\/em> as an example of purposeful design\u2014a reminder that true innovation happens when design stops speaking about itself and starts speaking for all of us.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Motion Sickness turned voter registration in New Zealand into an experience of design, identity, and collective power When design connects culture, purpose, and emotion, it becomes a political force. The M\u0101ori Roll Call, created by the studio Motion Sickness for Wh\u0101nau Ora, is a remarkable example of how digital design and communication can transcend [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-28914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Featured Digital Project of the Week: The M\u0101ori Roll Call \u2014 Design, Activism, and Collective Voice - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/en\/blog\/featured-digital-project-the-maori-roll-call-design-activism-collective-voice\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Featured Digital Project of the Week: The M\u0101ori Roll Call \u2014 Design, Activism, and Collective Voice - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"How Motion Sickness turned voter registration in New Zealand into an experience of design, identity, and collective power When design connects culture, purpose, and emotion, it becomes a political force. 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