Artistically Unconventional Campaign Launches in Queenstown

Daniel Shand, known for his unorthodox political approaches, has launched his bid for the Queenstown mayoralty with a unique and cost-effective campaign. This year, he has opted for simple wooden hoardings, devoid of words, logos, or photographs, scattered across key locations from Queenstown to Wānaka and Lake Hāwea.

Shand’s campaign is a departure from traditional election signage, resembling more of an art installation than a conventional political effort. “It was the cheapest signage I’ve done in any election, which was kind of a relief financially,” Shand remarked. He has previously run for Parliament with a slogan that emphasized his lack of political experience, stating, “I don’t know anything about politics, but I’ll give it a go.”

His hoardings reflect both pragmatic and philosophical considerations. Shand describes them as “deconstructionist,” aimed at poking fun at the political process. He asserts that there is an underlying message: the representative system is “broken,” and that direct democracy, where voters have a say in laws and policies, deserves attention.

Shand clearly states his intention is not necessarily to win the mayoralty. Instead, he aims to raise awareness about the need for more accurate public representation, whether through referendums or more accountable representatives. “I’m unlikely to be getting elected, to be honest. It’s more about building up a platform and it’s also fun,” he said.

His campaign features nine signs that he plans to reposition regularly, enhancing their artistic appeal. The only identifying feature on the hoardings is the minimal “authorised by” text, which has allowed the public to speculate about his involvement. Many have recognized Shand’s distinctive style from his past campaigns, where he similarly employed unusual signage.

“The signs are attempting to not sell something,” Shand explained. “It’s just putting it in the public arena and seeing how the public want to take it. It is sort of a narrative through an election.”

As Shand prepares for the local elections, he faces competition from five other candidates. These include incumbent mayor Glyn Lewers, businessman Nik Kiddle, retiree Al Angus, business owner John Glover, and Queenstown kaumātua Darren Rewi.

Shand’s unconventional approach to campaigning has sparked interest and conversation in the community. As the election date approaches, voters will undoubtedly reflect on his message and the broader implications of representation in their local governance.