One man’s struggle for survival at sea has inspired Maritime New Zealand’s latest campaign.
Made using salvaged boat wreckage, the 30-second TVC by Saatchi & Saatchi and Assembly follows the true story of a New Zealander called Murray who found himself and his two friends in a terrifying predicament when his boat rolled.
Murray recounts the tale and explains how he uses Channel 16 on VHF, meaning his position is made clear to Maritime NZ’s radio service, rescue services and every vessel in the area, and that the three could be rescued safely. The ad ends with a voice over saying "VHF Radio. Your rescue network at sea.'
The wreckage from salvaged boats was scanned and used to create the TVC, a process that was both technically challenging for the production team at Assembly and Saatchi & Saatchi.
Saatchi & Saatchi executive creative director Guy Roberts says boating holds such a special place in the hearts of New Zealanders yet hearing the traumatic tale brought home the importance for this message to be heard in a “fresh, authentic and almost raw way”.
“The jarring realisation that someone’s ruined pride and joy has been used to visualise this message is a very thought-provoking way to approach the creative treatment.”
Jonny Kofoed, director at Assembly, says “from photographing and scanning salvaged boats all over the country, to building seascapes with ripped canvas to hand-animating gannets made from fibreglass shards, bringing this real story to life has been an incredible challenge and one that we have relished. We’re super proud of the end result.”
Maritime New Zealand director Keith Manch says he was proud of the campaign, designed to encourage more boaties to take a VHF radio onboard and do an online radio course.
“Only one in four boaties carry a VHF radio and it’s such a vital bit of communication equipment. Murray wasn’t just lucky – he had his VHF radio with him, plus he knew how to use it,” Manch says.
The campaign will be rolled out as 15 and 30 second TVCs, radio spot and POS poster, as well as being extended across Maritime New Zealand social media.
Creative agency: Saatchi & Saatchi
Production company: Assembly
Sound design: Harmonic Studio