Reconnect New Zealanders with the only radio network that speaks with the same voice as its listeners.

To show Radio NZ’s place in New Zealand culture, our design solution was to create radios made from the fabric of Kiwi life, under the banner: Sounds Like Us. These included icons like the Bush Radio, Maori Radio, Shed Radio and Pavlova Radio. Ten Radios of New Zealand were built in incredible detail by Weta Workshop and featured in print, television, posters and postcards that circulated worldwide. A nationwide design contest let people design their own radios, showing what New Zealand sounds like to them. The winning designs became radios, and were all exhibited in the New Zealand National Museum.

After campaign completion, Radio New Zealand had the country’s highest rating radio network, and online listenership doubled from 4 million programmes listened to, to 8 million. The radios themselves became so popular, they are still travelling around the country being exhibited.