Cannes Lions

SEARCH & RESCUE

DDB GROUP NEW ZEALAND, Auckland / COASTGUARD / 2011

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This campaign, to raise awareness for the need for the Coastguard, comprised two parts:PART ONEWe set up a lo-fi radio station that repeated a mayday message on its own frequency, just like a mayday message at sea. We waited for the public to find the message. As we predicted, they didn’t.

PART TWOAfter a week we replayed the mayday call on radio stations with an additional V/O that asked the question, ‘if the Coastguard’s not listening to your call for help, who is?’

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