Concepts

This was ta take on using the iconography of Willy from Free Willy. We want this to trigger nostalgia in our older audience that we are targeting , not young children. We know this has a strong rhetoric by evoking empathy.

This also has a very strong rhetorical approach also by evoking the empathy of the audience 

This was a photographical approach. The concept was  looking at how as New Zealanders the beaches and coasts are a strong part of who we are. I think this is a bit unclear and hard to use thourghout a whole campaign so its unlikely this will be used.

This was looking at decay of sea life