Back in 2007, Radio New Zealand and Clemenger BBDO kicked off the Sounds Like Us campaign, which entailed creating ten radios in the style of iconic New Zealand cultural expressions, from wool sheds to gumboots to pavlovas (2007 was also the year its funding was frozen). Another five models were added in subsequent design contests in following years, constructed by the sharp tacks at Weta Workshop, and then exhibited at galleries around the country. It was a nice branding exercise on the part of the public service broadcaster, and it won an Axis Award last year, and now the concept is being extended into the wearable arts, with RNZ selling Sounds Like Us t-shirts at its new online store for $34.95.
RNZ communications manager John Barr says the shirt designs were adapted by an inhouse designer at Clems. And while made in China, they are printed in New Zealand.
Barr told The NBR, which proposed a few more entertaining brand extensions, the t-shirts have been popular on Radio NZ's promotional tour but said the website wouldn't be as big as the ABC's online store, which sells a range of different products.
"Initially, we would expect it to cover costs. Short term it's certainly not a revenue stream. Nothing to the extent that it would make a significant contribution to Radio New Zealand's income."