From the rising price of a mince pie, to the lack of new Lord of the Rings feature films, New Zealand has been faltering lately. But now, they have the opportunity to be #1 in something no one has ever thought of: the best place in the world to have herpes. (That is, unless another country takes their title!) Through a tongue-in-cheek, pseudo-tourism campaign, we leveraged a sense of national pride to combat the fact that while herpes is harmless to most people, it can have a hugely negative impact on their mental health.