Auckland, Friday: A third-year advertising student from AUT has taken out the top prize at the inaugural TRB Student Outstanding Radio Creative Awards (The 2018 Orca).
VW Polo Reversing Camera by Ambrose O’Meagher was commended by the judges, who commented that they “could imagine this 15-second radio commercial being played on-air”.
Paul White, programme leader of advertising creativity at AUT, said: “The student Orca award has given everyone a real enthusiasm for radio.
“One of the really good lessons was that idea and execution have to be perfect. Insight, idea, craft and then collaboration with production all came together.
“The grounding in sound, moving image and digital that all AUT communications students get at the very beginning, obviously paid off for Ambrose, and Sophie (finalist), too.
“The judges’ comment that they really loved the winner and thought the idea was very simple, suits the client well and they can imagine this ad being played on the radio was great accolade. TRB and judges Rory, Zac, Matt, Freddie, Beth and Thomas, thank you for your time and deliberations.”
The open brief for the competition required students to choose a brand and product or service that they would like to create a radio advertisement for.
“The students really thought about the medium and how to use it creatively for the brand they had chosen.”
TRB GM Peter Richardson said it was great to see advertising students exploring the creative opportunities that radio offers brands. “The students really thought about the medium and how they could use it creatively for the brand they had chosen,” he said.
MDS picked up five of seven finalist spots
Zach Hall and Ryan Read, students from Auckland’s Media Design School were runners-up for their 60-second commercial, Sample Dying for AMI.
MDS course leader Kate Humphries said: “A big thank you to The Radio Bureau for quickly taking us up on the idea of the Student Orcas, and to the judges for wading their way through 30-odd scripts to select the finalists.
“It was great to get five out of the seven finalist places, and as much as it was a bit hairy trying to then get a studio and voices to record those five finalists on a zero budget – it proved to be a great learning experience for the students.
Hi-5 for Envy & WOM
“A high five to Envy Studios for giving us a special ‘student price’ for their recording studio, and to Fiona Edgar (represented by Kathryn Rawlings) and Matt Dwyer (represented by Word of Mouth) for donating their patience, their time, and their nimble voices all for price of a supermarket wine or two.”
All the finalists were invited to the TRB seminar for creatives featuring Eardrum Sydney founding CD Ralph van Dijk (the most awarded radio creative on the planet) earlier this week, where they were presented with their awards.
The winner took away a $500 cash prize and the runner-up received $250.
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