McKinnon has partnered with independent Sydney agency and sustainable production company 3rdspace to launch a national awards campaign as part of the annual McKinnon Prize in Political Leadership
The non-partisan prize celebrates genuine courage, vision for impact and integrity among politicians in protecting Democracy.
In partnership with the University of Melbourne, the McKinnon Prize assesses political leaders not on media visibility or electoral outcomes, but on whether their leadership translates vision into impact and actively strengthens Australia’s democratic institutions.
For the 2025 cycle, the selection panel has named as winners NSW Premier Chris Minns MP (State/Territory Leader of the Year) for his leadership during a profoundly challenging period for NSW, Senator James Paterson (Federal Political Leader of the Year) for his contribution to parliamentary scrutiny, and the Hon Dr Andrew Charlton MP (Emerging Leader of the Year) for the depth, integrity and seriousness he brings to public life.
3rdspace has unveiled a low-impact, community-first creative campaign for the McKinnon Prize for Political Leadership, intentionally bypassing traditional, high-gloss awards tropes.
Instead of corporate chest-beating, the campaign running on digital, social and out of home focuses entirely on the real-world impact politicians have on everyday Australians.
By highlighting moments of collaboration and community leadership during times of trauma, the creative humanises the genuine grit required to lead.
“To capture the essence of true leadership across local, state, and federal levels is no small feat, but the 3rdspace team helped us create magic,” said Belinda Shakespeare, director, marketing and communications from McKinnon.
“We are incredibly proud of this campaign. It celebrates leaders with vision and a relentless focus on impact, humanising what excellence in political leadership actually creates for the community and generations of Australians. These films show that when the policy stakes are high, true leadership is measured by courage and integrity.”
Rickie Marsden, 3rdspace’s ECD, added: “It’s so easy to look at politics and be cynical but The Mckinnon Prize does the opposite of that. They worked with us and really showcased the difference politics can make on the lives of Australians in a really human way. We stripped back the press releases, the campaigning gloss, and told the stories from the perspective of real people that politicians are meant to serve, their constituents.”
Credits
The McKinnon Prize
Mike Baird: CEO
Belinda Shakespeare: Director, Marketing & Communications
Kate Ridley: Senior Marketing & Communications Manager
Partners: University of Melbourne
3rdspace
ECD: Rickie Marsden
Strategy: Rob Logan
Producer: Cleo Borean
Director & Edit: Vanessa Perdriau
DOP: Anthony Gibbes
Sound Engineer: Daryl Missen – Vinilo
Designer: Clive Blackstone
