BY A NOSE by Saatchi & Saatchi New Zealand for Tyla Youth Development Trust

BY A NOSE

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Industry Hobby, Charities, Foundations, Volunteers
Media Design & Branding
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Director Derek Lockwood
Creative Director Blake Enting
Designer Ilke Gers, Cassidy Van Dyk
Released February 2011

Credits & Description

Category: Public Spaces
Advertiser: TYLA YOUTH DEVELOPMENT TRUST
Product/Service: AUCKLAND RACING CLUB CHARITY AUCTION
Agency: SAATCHI DESIGN WORLDWIDE
Date of First Appearance: Feb 16 2011
Entrant Company: SAATCHI DESIGN WORLDWIDE, Auckland, NEW ZEALAND
Director: Derek Lockwood (Saatchi & Saatchi Design Worldwide)
Creative Director: Blake Enting (Saatchi & Saatchi Design Worldwide)
Senior Designer: Kane McPherson (Saatchi & Saatchi Design Worldwide)
Senior Designer: Luke Pittar (Saatchi & Saatchi Design Worldwide)
Designer: Ilke Gers (Saatchi & Saatchi Design Worldwide)
Designer: Cassidy van Dyk (Saatchi & Saatchi Design Worldwide)
Junior Designer: Luke Lockwood (Saatchi & Saatchi Design Worldwide)
Researcher and Copywriter: Rachael Jackman (Saatchi & Saatchi Design Worldwide)
Media placement: Sculpture - Auckland Exhibition Tour - 16 February 2011-4 March 2011
Describe the brief from the client
Brief from Client: Auckland Racing Club
Transform a life-size white fibreglass horse into a sculpture to be exhibited in a tour around Auckland and auctioned for Charity during Auckland Cup Week – New Zealand’s biggest horse racing event.
The goal: To maximise the return from the auction – proceeds of which will be awarded to a charity of our choosing.
Describe the challenges and key objectives
- To create a piece that reflects the spirit of racing – born of a relevant idea, yet irresistible as a piece of art.
- To maximise the return for TYLA Youth Development Trust – the charity of our choosing.
- To stand apart from seventeen other horses created by high profile New Zealand artists and celebrities.
- To create awareness for our submission and encourage online bids through promotional posters that will accompany the horses on a citywide tour.
Describe how you arrived at the final design
Title: “By a Nose”
The value of a racehorse is in its nose, the first part to cross the finish line. The high gloss black finish with 24 carat gold plated nose visualises the well-known racing idiom – to win by a nose.
Give some indication of how successful the outcome was in the market
The horse generated much public interest, receiving thousands of online hits on its Facebook profile. At the time of entry it leads in the online auction against 17 other high profile entries, and has been profiled by the media as ‘the one to watch’.