Execution

The challenge: In New Zealand, 29 June is Red Socks Day, a day that celebrates Sir Peter Blake’s achievements and raises funds for his charity. Sir Peter Blake was an inspiring leader, sportsman and environmentalist. He helped put New Zealand sailing on the map, winning the world’s most prized sailing trophies, including the America’s Cup. He was widely known for his lucky red socks, which he wore in every victory. He worked tirelessly to promote leadership amongst young New Zealanders. And as a committed champion for our oceans, the United Nations appointed him as a special envoy for the UN Environment Programme. But in 2001, he was tragically killed on an expedition to the Amazon. In his memory, The Sir Peter Blake Trust was established to carry on his legacy. The Trust works to honour Sir Peter's leadership, love for the environment, and dedication to young people. Westpac, one of New Zealand’s major banks, is a Foundation Partner and proud supporter of the Trust. Following the 2011 earthquakes in Christchurch, New Zealand had been awash with charity campaigns. Red Socks Day had become lost in a sea of other fundraising events. So for Red Socks Day 2012, Westpac wanted to find a new way to raise the day’s profile, strengthen its connection to The Sir Peter Blake Trust, and memorialise a man who holds a truly special place in New Zealanders’ hearts. Our solution: Our idea was to bring together two iconic elements from Sir Peter’s story - his instantly recognisable face, and his lucky reds socks – to create a unique piece of public art in the heart of downtown Auckland. We worked with a noted local street artist, Component from The Cut Collective, and a team of enthusiastic volunteers from Westpac and The Sir Peter Blake Trust. Starting in the early hours and working throughout the morning, we created a stunning portrait of Sir Peter Blake made entirely from socks. The installation took place at Takutai Square, next to Westpac’s headquarters and the Britomart Transport Hub, an area that experiences some of the highest foot traffic in the country. During the course of the morning, thousands of people saw the portrait coming to life before their eyes; hundreds of thousands experienced it via live news coverage from New Zealand’s largest television network. Word of the installation spread via Twitter and Facebook, and by the end of the day Sir Peter’s iconic portrait had been seen all across the country. Most importantly, Westpac and The Sir Peter Blake Trust had lifted the profile of their major fundraising appeal, Red Sock Day, and reminded all New Zealanders of Sir Peter Blake and his legacy: an ongoing commitment to New Zealand, the environment, and the young leaders of tomorrow. Please note: MUSIC ON CASE STUDY VIDEO IS FOR JUDGING PURPOSES ONLY,Not to be used elsewhere. If it is a successful entry a new video will be supplied with a different music track.

English Translation of Main Headlines

Please note: MUSIC ON CASE STUDY VIDEO IS FOR JUDGING PURPOSES ONLY,Not to be used elsewhere. If it is a successful entry a new video will be supplied with a different music track.