Creative Agency Wins Industry Award for Meeting That Could’ve Been an Email
AUCKLAND — In what's being described as a 'milestone for delegates, dairy-free muffins and do-nothing decks,' local agency Unsinkable Forest has clinched the coveted Grand Axis Award for Outstanding Use of Calendar Time, following a 93-minute Monday morning sync that generated no concrete actions, but plenty of feelings.
The winning effort, titled 'Q1 Re-Alignment: Thinking About Thinking,' involved 12 creatives, 3 strategists, 2 client service associates and one increasingly hoarse receptionist, all packed into Meeting Room Kākāpō. Eyewitnesses say the session included a breakout to 'nest our ideation' around a dry whiteboard, and ended with a unanimous decision to 'circle back by next Friday.' Minutes were taken, but not shared.
'It was art,' declared Creative Director Johan Griffin, wearing a very long scarf and holding a reusable KeepCup like a trophy. 'We pushed the boundaries of psychological engagement while carefully avoiding any measurable outcomes. Not since our 2024 Off-Site in Rotorua has a conversation included this many synonyms for ‘journey’.' Griffin later admitted he had muted himself on Zoom for the entire meeting.
Industry pundits agree the session’s standout moment was a 13-minute detour into whether the internal tagline should include the word 'resilience' or 'authenticity', before the conversation was derailed by someone's Bluetooth speaker connecting uninvited. The tagline was later dropped entirely. Unsinkable Forest plans to rerun the meeting next week with new snacks and fewer exits.
The winning effort, titled 'Q1 Re-Alignment: Thinking About Thinking,' involved 12 creatives, 3 strategists, 2 client service associates and one increasingly hoarse receptionist, all packed into Meeting Room Kākāpō. Eyewitnesses say the session included a breakout to 'nest our ideation' around a dry whiteboard, and ended with a unanimous decision to 'circle back by next Friday.' Minutes were taken, but not shared.
'It was art,' declared Creative Director Johan Griffin, wearing a very long scarf and holding a reusable KeepCup like a trophy. 'We pushed the boundaries of psychological engagement while carefully avoiding any measurable outcomes. Not since our 2024 Off-Site in Rotorua has a conversation included this many synonyms for ‘journey’.' Griffin later admitted he had muted himself on Zoom for the entire meeting.
Industry pundits agree the session’s standout moment was a 13-minute detour into whether the internal tagline should include the word 'resilience' or 'authenticity', before the conversation was derailed by someone's Bluetooth speaker connecting uninvited. The tagline was later dropped entirely. Unsinkable Forest plans to rerun the meeting next week with new snacks and fewer exits.