Coastguard Print LIVE RESCUE by Tribal Worldwide Auckland

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market New Zealand
Agency Tribal Worldwide Auckland
Creative Director Daniel Wright
Art Director Brett Colliver
Editor Steve Gulik
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: COASTGUARD NZ
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: TRIBAL DDB, Auckland, NEW ZEALAND
Entry URL:
Group Executive Creative Director: Toby Talbot (DDB)
Creative Director: Daniel Wright (Tribal DDB)
Deputy Creative Director: Regan Grafton (DDB)
Writer: Matt Swinburne (DDB)
Art Director: Brett Colliver (DDB)
Account Executive: Sarah Burilin (DDB)
Agency Producer: Tania Jeram (DDB)
Editor: Steve Gulik (DDB)
Account Director: Libby Weston-Webb (DDB)
Interactive Designer: Steven Leong (Tribal DDB)
Senior Developer: David Vaughan (Tribal DDB)
Developer: Rowan Oulton (Tribal DDB)
Senior Account Manager: Tim Cullinane (Tribal DDB)
English Synopsis
To demonstrate the huge task the NZ Coastguard has finding vessels lost at sea, we capsized a boat, stranded 4 people in the ocean, and challenged New Zealand to find them, and save them, in a live-rescue event.Real-time ads drove people online to a search plane simulator in order for them to race against the clock to find the missing boaties. A GPS on the boat fed its location into the simulator, which also updated according to current weather conditions and the fading light. Volunteers soon realized they were faced with a hopeless situation – a feeling all too familiar to the Coastguard.