Ogilvy & Mather, Auckland’s ‘The Last 55 petition’ radio commercial takes out July ORCA Award

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July ORCA winner-web.jpgOgilvy, Auckland’s ‘The Last 55 petition’ radio spot to help save the Maui’s dolhins has taken out the July ORCA Award for best radio.

In what is believed to be a world’s first, Ogilvy placed 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. After the message from the artist the song continues.

This unique content creation has landed Angus Hennah and his team of creatives Henry Wall, Mitchel Sutton, and Paul Kim the July ORCA award. The Radio Network have placed the song in regular programming on Hauraki, The Hits and Coast.

“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 Dean Buchanan, managing director, TRN.

 

The Last 55 campaign has been a huge success to date with over 108,000 signing the petition (the target was 55,000 before the election) making it arguably the most successful online petition ever in New Zealand.

The Ogilvy team pick up the $500 a limited edition Martin Horspool certificate and a $5,000 radio schedule for WWF.

Joe Holden from BIG also deserves a mention for the creative work on Landrover’s latest campaign. They placed with a merit which also puts them through to the Grande ORCA’s. They took a brave approach to radio by telling the stories of Landrover’s origins by using two minute radio spots. Not every brand has stories to tell like Land Rover but they allow you to travel back in time to where it all began. Listen to four executions here.

To enter the ORCAs and to listen and view this month’s winning campaign, visit trb.co.nz.

Pictured from left to right. Henry Wall, Angus Hennah and Paul Kim