The Best Ideas Don't Just Solve—They Expand
Lisa Fedyszyn on judging The One Show: what makes ideas stick, emotional impact over technical execution, and why real-world resonance is impossible to ignore.
As Chief Creative Officer at Special New Zealand, Lisa Fedyszyn recently represented Aotearoa on the global jury for The One Show 2025. Here's what she discovered about the work that rises to the top.
What Mattered Most
The work that rose to the top struck an emotional chord. It didn't matter how niche the problem or how specific the audience—what mattered was the impact. If it meant something to them, it meant something to us.
The best ideas didn't just solve; they expanded, echoing far beyond the boundaries of the category.
Examples That Stuck
A supermarket that demonstrated commitment to price stability by setting a permanent low price on their packs—fighting price gouging with a bold move.
A beer brand that turned pubs hundreds of years old and facing closure into museums, safeguarding culturally significant establishments for future generations.
A concrete company creating tactile sidewalk tiles for the sight-impaired because everyone deserves clear communication.
The Real Test: Real-World Impact
As one judge explained their pick for Best of Discipline, they admitted the work came from their "enemy" agency—but it was something they saw and felt in the world around them every day. It resonated deeply with its audience, and that real-world impact was impossible to ignore.
The Lesson
Emotion matters more than technical polish. Ideas that reach beyond their category, that feel relevant in real life—those are the ones that win. Not just awards, but hearts and minds.
Read the full diary entry on Campaign Brief NZ: Lisa Fedyszyn's The One Show Diary