The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Interactive

A Kauri Cries

Agency Ogilvy & Mather New Zealand / Auckland + Thick as Thieves / Auckland + Liquid Studios / Auckland

Client Auckland City Council
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URL

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Annual ID

OS_IN17076M

About the Work

THE PROBLEM: The mighty kauri trees of New Zealand face extinction. Kauri dieback disease, an infectious soil-borne organism that hitches a lift on the shoes of bushwalkers is killing these native giants at a rapid rate. But they're dying silently, which means the epidemic is easily overlooked. THE BRIEF: To raise awareness around the devastation dieback disease is having on the kauri population, and make it a more pressing issue in the public eye. THE SOLUTION: When a kauri becomes infected, it weeps gum from its trunk – this is the tree silently crying for help. We needed people to hear these cries, so we invented a way for the kauri to communicate their pain and peril. By collaborating with an Audio Digital Technician, we developed unique software that transposed the tears of a dying kauri into musical notation, which was performed by members of the Auckland Philharmonia Orchestra.