Who’s it for: Unitec by Special Group and Film Construction.

Why we like it: The final set of 60-second ads in this year-long reality-advertising series showed just how much students can change if they put their mind to it. It was a risky strategy to follow them through thick and thin, but, judging by the warm fuzzies after watching these – and the way the campaign is helping to shift perceptions of Unitec – aiming for authenticity has paid off.