Ogilvy & Mather has claimed July's Orca Award for placing an advertising message inside a music track. At 55 seconds into ‘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. It played on Hauraki, The Hits and Coast.
Behind the effort was Angus Hennah and his team Henry Wall, Mitchel Sutton, and Paul Kim. Over 108,000 have now signed the petition (the target was 55,000 before the election).
“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," says TRN managing director Dean Buchanan in a release.
In addition, Joe Holden from BIG received a merit award for the creative work on Landrover’s latest campaign, which means BIG will also go through to the Grande ORCAs along with Ogilvy & Mather.
The campaign told the stories of Landrover’s origins by using four two-minute radio spots. The adventurous stories are told by an David Attenborough-like voice and explore the Isle of Anglesey. Holden says the idea was to "bring to life a sales promotion by telling fascinating stories about Land Rover's unique heritage and outstanding off-road capabilities".
He says he and the team were very happy with the unique result. "For starters, it is very rare for single radio spots to take up entire commercial breaks, and we had to gain special permission from the radio stations for this prior to production. Of course, a large part of the success was finding the right voice talent. We listened to many voices, and trialled a shortlist of four before choosing Mike Drew, a true old school storyteller – and a native Brit of course. For the finishing touches, subtle sound design was added by Ben Sinclair at Images & Sound."
Ogilvy & Mather received $500, a limited edition Martin Horspool certificate and a $5000 radio schedule for WWF. To enter the ORCAs, visit trb.co.nz.