In what is said to be a world first, Ogilvy & Mather placed an advertising message inside a music track – a stroke of genius that has won the agency the July ORCA. At 55 seconds into all new broadcasts of I See Red, Tim Finn interrupts the song urging people to go online and sign The Last 55 petition to help save the Maui’s Dolphins. After the message from the artist, the song continues. [The story originally ran in M+AD in July here]. This unique content creation has landed O&M ECD Angus Hennah and his team of creatives Henry Wall, Mitchel Sutton, and Paul Kim the award. The Radio Network has placed the song in regular programming on Hauraki, The Hits and Coast. “We are very happy to support this initiative; it’s a great cause and excellent use of star Kiwi talent, music and the radio medium,” said TRN managing director Dean Buchanan. The Last 55 campaign has been a huge success to date with over 108,000 signing the petition (the target was 55,000 before the election) making it one of the most successful online petition ever in New Zealand. The judges were FCB regional ECD James Mok and AUT ad tutor/freelancer Trevor Plant. Big CD Joe Holden picked up a Merit award for Big’s creative work on Land Rover’s latest campaign. The Merit also puts Big through to the Grande ORCAs. “They took a brave approach to radio by telling the stories of Land Rover’s origins by using two-minute radio spots,” the judges said. “Not every brand has stories to tell like Land Rover but they allow you to travel back in time to where it all began.” Listen to four executions at here. The Ogilvy team pick up the $500 a limited edition Martin Horspool certificate and a $5000 radio schedule for WWF.
- To enter the ORCAs and to listen and view this month’s winning campaign, visit www.trb.co.nz.
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