We often take for granted how much we rely on our university professors when it comes to educating the masses. Rainger and Rolfe have shown how the professors at Otago University were some of our nations first responders when it came to preparing and protecting for the Covid pandemic.
The university had to completely pivot from its usual marketing plan, as the Lockdown intervened with annual undergraduate and postgraduate recruitment campaigns.
When watching daily press briefings across the country, it was easy to see some of Otago’s professors studies referenced directly, as our country places an importance on what the experts had to say.
Shelley Winsor, University of Otago senior manager marketing and advisory services says they couldn’t stay silent, so worked with their creative agency Rainger & Rolfe to find a solution.
“Our next challenge was how to create a film during lockdown. Rainger and Rolfe partnered with us to write the script and source news footage. We had footage from our Wellington campus team who had been documenting some of the stories, and as we came into Alert Level 2 we were able to film the campus, lab scenes and other academics.”
The 60 second and 30 second ads will appear on broadcast television, on demand and owned social channels.
“This was always more than just creating an ad showcasing our academics and inspiring future students to come and learn from world-class experts. It was also about documenting a moment in time, something that all our staff, students, alumni and the wider community could feel really proud about.”
Respected global authorities like Professor Michael Baker, Dr Ayesha Verrall, Sir David Skegg, Professor David Murdoch, Professor Richard Blaikie, Professor Miguel Quinones-Mateu, Ms Lesley Gray and Dr Mai Ping are just a few of the many Otago academics playing a part in our country’s response.
On a scientific level, Otago’s PC3 lab is also conducting important work to help develop a vaccine using the only live virus in the country.
Credits
University of Otago:
Todd Gordon: Director of Marketing
Shelley Winsor: Senior Manager Marketing and Advisory Services
Vicki Roach: Marketing Specialist
Claudia Flaws: Marketing Co-ordinator
Mark Hathaway: Senior Communications Adviser
Fran Wright: Marketing Adviser Wellington
Kim Connelly: Manager Marketing Content and Publications
Elliot O’Sullivan: Manager Website Design
Rainger & Rolfe:
Ant Rainger
Chris Long
Simon McKechnie
Clockwork Films: Vicky Ryan, Matt Holmes
Big Tree Studios: David Liversidge
Levi Patel (music): “As we fall into static”
Reframed Media: Josh Jenkins and Joshua Jeffrey
Additional Wellington footage: Luke Pilkington-Ching
Starcom: Tamara Robinson, Alex Araya
