The creative advertising graduates from Media Design School are known for devising exciting, innovative advertising campaigns that connect with people both in New Zealand and around the world. Alumni Henry Wall, Mitchel Sutton, and Paul Kim are the latest graduates to earn accolades for their work. They recently created a radio campaign that is so unique, it is said to be a world first.
Wall, Sutton and Kim won an ORCA award for advertising agency Ogilvy & Mather for their work in promoting The Last 55, an online petition which has been developed by the World Wildlife Fund to raise awareness of the plight of the Maui's Dolphin and to encourage people to lend their name to a digital campaign that encourages political leaders in New Zealand to protect the waters in which the dolphins swim.
Wall, Sutton and Kim placed this message inside a music track. Whenever the Split Enz classic song ‘I See Red’ is played on New Zealand radio stations, the song is interrupted 55 seconds in by Tim Finn, who encourages people to go online and sign The Last 55 petition. After the message finishes, the track continues to play as normal.
The ORCA's are awarded by The Radio Bureau to creative teams who display "...outstanding work on radio commercials, campaigns and promotions". Winners receive $500 cash and their clients are awarded a $5,000 rate card spot schedule. In this instance, the $5,000 amount will help WWF to further connect with New Zealanders by promoting their online petition on radio channels nationwide.