029: MIK Museletter

We’re back with another edition of The MIK Museletter, a must-read for industry insights and creative inspiration.?

What’s Got Us Talking: The Best Country in the World to Have Herpes.?

New Zealand has long been known for its unconventional and humorous approach to advertising. The latest public health campaign from NZ-based creative agency Motion Sickness proved that no topic is too tricky for our friends across the ditch.?

Though up to 80% of Kiwis contract oral or genital herpes at some point in their lives, New Zealand has one of the highest rates of herpes stigma worldwide, leaving thousands struggling with shame and isolation from this infamous but largely benign virus.

The solution? A playful online destigmatisation course aimed at educating not just New Zealand but the world.?

The website also monitored course completion by country to create “The Herpes Stigma Index”, a real-time representation of stigma around the globe. By completing the course individuals could help increase their nation's global ranking, leveraging gamification and national pride in a way usually reserved for sports leaderboards.?

Wondering where Australia sits? You’ll have to visit the website to find out.?

Spotlight On MIK

This week we sat down with MIK’s Creative Producer for Asia, Philippa Thomas.?

What regional trends are shaping the future of storytelling in creative production?

In recent years, there’s been a strong shift towards hyper-localized storytelling. Today’s audiences really value content that reflects their cultural identity, and they expect brands to show they understand and contribute to these conversations. Creating experiences that feel personal is key, especially in music-driven projects. Since most of my work is focused on SEA and India, two incredibly diverse regions, it’s essential to leverage local insights and involve in-market counterparts and clients, rather than diving in with just my perspective.

How do you balance client requests without diluting the original creative vision?

My first step is always getting into a positive mindset. Understanding the client’s needs helps me spot where their requests naturally align with our vision, and what’s possible! From there, it’s about finding creative solutions that strike a balance between their input and the project’s goals. Staying open to ideas is crucial! Often, clients welcome discussions on how certain changes might shape the final outcome, which can lead to fresh ideas that make the end product even stronger.

What’s your proudest moment at MIK?

It’s hard to choose just one! I know that’s what everyone says, but I genuinely love the work because each project gives me the chance to make a real impact and help shape the final result. It’s so rewarding to refine and improve along the way, with every project offering a new opportunity to up my game.

What’s got you excited about 2025?

I’m moving to Portugal! It’s been both exciting and a bit of a whirlwind, but I’m looking forward to exploring new places and picking up a new language. On the work side, it means teaming up with our European colleagues and getting to know clients in that part of the world. It’s shaping up to be a busy adventure-filled year, and I can’t wait!

MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.

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