Taking inspiration from the wider Outstanding Radio Creative Awards, each year The Radio Bureau tasks AUT University and Media Design School advertising students with a creative challenge encouraging them to explore the many options afforded by radio. The 2021 Student ORCA finalists have now been selected.
Media Design School has four of the top five finalist campaigns. These finalists are Bella Rakete & Courtney Anderson with The Language of Now; followed by Callum Bately & Alex Erkkila with Brush up on Te Reo; James Greig & Sam Taunton-Clark with Scary Love for the dating app Hinge; Jonno Entwistle & Alyssa Yeoman for Date for Your Kids for the Plenty of Fish dating app.
AUT University rounds out the top five with Reece O’Gorman & Connor Cully
for their campaign Kiri. AUT Advertising & Brand Creativity Lecturer Matt Halliday said, "It’s encouraging to see students tackling briefs strategically. Reece and Connor’s entry really shows that a strong simple idea can go a long way. Their technical understanding and professionalism in the booth is also incredibly promising. There’s some real talent about to be unleashed on the industry in the coming months."
Student ORCA challenges students to create a radio first integrated campaign, for one of three objectives; to learn and integrate te reo Māori into their daily lives, to drive foot traffic to a café or restaurant, or to encourage single Kiwi’s to download the dating app.
The judging panel included Simon Vicars (Colenso BBDO), Raymond Otene McKay (RUN) and Bex Radford. Judging was based on four criteria: creativity, execution, effectiveness and innovation.
TRB General Manager Peter Richardson said, “Student ORCA is an initiative we look forward to each year. It’s encouraging to see the clever use of audio in campaigns such as these from up-and-coming advertising creatives. A special thanks to our judges for their time and feedback.”
Winners will be announced at the ORCA luncheon on August 12.