"To fix our national pride, the solution is obvious: herpes."
That was the pitch made by the charity New Zealand Herpes Foundation last October, when it launched a campaign to make the country the "best place" to have the infection.
That campaign has been a roaring success, winning a top prize at this year's Cannes Lions awards, which recognise excellence in the creative industry.
The campaign, which aimed to destigmatise herpes via a faux tourism advertisement video, was awarded the Grand Prix for Good - a category that seeks to highlight work by non-profit organisations and charities.
The video starred Sir Graham Henry, the former head coach of the national rugby union team.
