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Speakers
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Sam Stuchbury
Executive Creative Director
Motion Sickness
The Viral Campaign That Turned Herpes into a Source of National Pride
International Keynote
Robin O’Connell
Senior Content Solutions Consultant
LinkedIn Australia
Breaking Free from Boring: Video Content, Storytelling, and Personality on LinkedIn
Sam Stuchbury
Executive Creative Director
Motion Sickness
The Viral Campaign That Turned Herpes into a Source of National Pride
International Keynote
Robin O’Connell
Senior Content Solutions Consultant
LinkedIn Australia
Breaking Free from Boring: Video Content, Storytelling, and Personality on LinkedIn
Sam Stuchbury
Executive Creative Director
Motion Sickness
The Viral Campaign That Turned Herpes into a Source of National Pride
‘The Best Place in The World to Have Herpes’ by agency Motion Sickness is the world’s most unlikely tourism campaign, underpinned by an important health message. Featuring a first-of-its-kind ‘Herpes Destigmatisation Course’, a competitive global ranking system underpinned by live data, and plenty of irreverent kiwi humour, this campaign took an unusual approach to reducing herpes stigma – framing it as the key to restoring New Zealand’s diminished sense of national pride.
Over 8 weeks, New Zealand rallied behind the cause and climbed the rankings, beating the rest of the world to claim this illustrious title, and changing attitudes toward herpes in the process.
During this reveal-all conversation Motion Sickness’ Executive Creative Director Sam Stuchbury will cover:
- How the agency used local insights to inspire the campaign.
- The creative use of data, and data science, that inspired the nation to compete.
- How the agency got iconic Kiwis to be in a Herpes ad pretty much for free.
- Provoking an important conversation with 13 million impressions.
About Sam
Sam Stuchbury is the founder and Executive Creative Director of multi-award-winning advertising agency Motion Sickness. Sam and his agency use strategy grounded in culture to get brands noticed and change behaviour. Working with clients such as Frank Energy, Les Mills, The New Zealand Government, Les Mills, and Whānau Ora the Auckland based agency is leading the way for the new age of advertising in Australasia.
Motion Sickness has gained national and intentional recognition for their bold, unignorable, creative work and campaigns. Most recently winning a Campaign Global Agency Of The Year title in London aswell a suite of Golds at Effies and Axis awards.
International Keynote
Robin O’Connell
Senior Content Solutions Consultant
LinkedIn Australia
Breaking Free from Boring: Video Content, Storytelling, and Personality on LinkedIn
There’s been a real shift in how businesses communicate, connect and convert on LinkedIn. Successful brands are leaning into storytelling and short-form video, mixing professional content with raw and original ideas to capture attention.
Just last year, videos were viewed on LinkedIn more than 154 billion times, up 35% from 2023.
So, how can you make the shift from informational content to emotionally resonant storytelling? How do you get your cast of employees, leaders and creators into brand videos and turn workplace culture into creative currency?
Sought after international keynote speaker Robin O’Connell is here to share what works for the most successful brands on LinkedIn globally and the trends that will shape 2026.
- How to stand out and grab attention in a crowded feed?
- Why brand characters and mascots are the new protagonists in brand storytelling
- Behind the scenes, lo-fi content - giving access and support to employees as you test and learn
- Why marketing is about the story you tell, not the product you sell
- Building authenticity while avoiding ‘LinkedIn cringe’
About Robin
Robin O’Connell is a sought-after keynote speaker and content marketing consultant who has worked with clients across Europe, the Middle East, North Africa, and APAC markets.
Currently based in Australia, Robin has collaborated with some of the world’s largest brands on their marketing and branding strategies.
With a particular specialty in B2B and employer branding, Robin is currently the head of LinkedIn’s content solutions consultancy team in ANZ. Robin and his team help companies create better, bolder content strategies that connect professionals to brands across APAC.
Learn more about Robin on LinkedIn.
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