World's first live-rescue event: the video

Picture 766.pngNew Zealand's coastline is as long as the USA's. NZ has more recreational boaties in the water than anywhere else in the world. Unfortunately, NZ also have more reckless, irresponsible, and intoxicated boaties than anywhere else. With little government funding, the New Zealand Coastguard is forced to patrol this vast area with a just 75 boats. Their volunteers are often faced with the futile task of finding a needle in a haystack.

As previously reported on the CB Blog, DDB New Zealand didn't just tell the country this - they let them experience it on Sunday January 31. They capsized a boat and stranded 4 people in the ocean, and challenged the whole of New Zealand to find and save them in the world's first live-rescue event.

VIEW THE CONCEPT

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7 Comments

Anonymous said:


The concept relies on the assumption that we care if anyone from New Zealand lives or dies!

Adrian said:

Exactly. Like Russel Crowe.

Anonymous said:


Maybe they could have stranded the whole nation at sea and waited for award judges to find them.

JPWrites said:

Oi, oi, cheeky buggers. You're bagging your creative nursery there.

Anonymous said:

Brilliant campaign. Great well thought out work guys

Anonymous said:

According to Wikipedia, New Zealand's coastline is not as long as the USA's coastline.

http://en.wikipedia.org/wiki/List_of_countries_by_length_of_coastline

What other facts did you guys fabricate for the purposes of this award entry?

Anonymous said:


It's not bad as an involvement idea, but Picnic will be this years example of how to do these type of ideas and get everyone having fun with it.

A well deserved bronze lion for this, and I hope some gold for Picnic.

Heads up, all of us not dong ideas like these 2, we are out of date (or atleast our clients are)!

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This page contains a single entry by CB published on February 9, 2010 5:29 PM .

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