Special Group duo Kim Fraser and Sarah Frizzell took the combined Dec/Jan ORCA with their ’91 Days of Summer’ campaign for Streets Ice Cream. They made 91 different ads, turning each day of summer into a national day. “December 4. National Weta Freak Out Day. Nothing says summer like a weta under that thing you just picked up. Is it a giant insect or a tiny brown crayfish? Doesn’t matter, your boyfriend still needs to man up, and grab a glass and a piece of cardboard.” There was national leftover ham day, national wear shorts to work day, and national give up on your DIY project day. The campaign also engaged listeners, by getting them to send in photos of themselves enjoying a Streets ice-cream, with the chance of winning $500. Judges described the campaign as “Fresh, exciting, creative and Kiwi”, commending its “dailyness” and its power to “really draw in the listeners”.
All winners go straight through to the Grande ORCA finals, where they could win a trip for two to the Cannes Lions 2012, a nice $1,000 cheque and a radio campaign to the value of $50k for their clients. Hear all the winning ads at www.trb.co.nz. Judges for this round: Anne Boothroyd (Saatchi & Saatchi), Kate Humphries (School of Advertising) and Phil Yule (VoiceBox). February ORCAs close on 15th February; enter online at www.trb.co.nz