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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
T H E I N D U S T R Y The CEOs and CDs of some of Australia’s top agencies gathered for the Earth Hour 2008 briefing at Leo Burnett’s Sydney and Melbourne offices. Saatchi & Saatchi, George Patterson Y&R, Clemenger BBDO, JWT, DDB, SO&M, BMF, AD INDUSTRY BACKS Leo Burnett Sydney’s Earth Hour initiative for WWF, which won one of four Titanium awards handed out at Cannes last year, has been opened up to Australia’s entire advertising, media and marketing community. As well as the feel-good factor that comes with helping to save the planet, there are four trips to next year’s international adver- tising festival at Cannes to be won. Campaign Briefwill give away two trips to the 14 C A M P A I G N B R I E F creative team who demon- strate the most effective and/or inspirational way to leverage Earth Hour 2008 with judging by an interna- tional panel of top creatives led by Leo Burnett’s global creative director Mark Tutssel. Fairfax’s The Sydney Morning Heraldwill award a trip each to the client and agency person behind the best work with the jury to be chaired by Noel Purcell, group general manager, Westpac. ROLLED OUT IN SYDNEY FOR THE FIRST TIME THIS YEAR, Earth Hour 2007 had 2.2 million Sydneysiders turn off their lights for an hour as a stand against global warming, cut- ting the city’s energy consumption by 10.2%, the equivalent of taking 48,000 cars off the road for one hour. Over 2,200 Sydney based companies took part, including McDonald’s, which switched off its golden arches; Coke, which screened Al Gore’s An Inconvenient Truth; Energy Australia, which co- sponsored advertisements on metro- lites; and Guinness, which gave out free beers at bars. This year WWF is hoping for uni- versal support from corporate Australia for the event which will take place on March 29 at 8pm. Top agencies including Saatchi & Saatchi, George Patterson Y&R, Clemenger BBDO, JWT, DDB, SO&M, BMF, Host, The Glue Society, Publicis Mojo, BWM, M&C Saatchi, Whybin\TBWA, BWM, Lowe Hunt, Euro RSCG, McCann-Erickson, The Campaign Palace, The Furnace, Naked, CHE, Grey, Badjar Ogilvy, Cummins Nitro, Samuelson Talbot, Smart, Marmalade, Spinach and Draft FCB - essentially the entire Sydney and Melbourne ad industry - have pledged support and will work with their clients to create Earth Hour themed campaigns and events. The success of last year’s event has galvanised interest from other cities and so far 20 cities have signed up to take part in 2008 including most of the Australian capital cities, Tel Aviv, Auckland, Copenhagen and 12 US cities. Says Leo Burnett national creative director, Mark Collis: “Earth Hour was a unique moment in time which we hope to make a permanent date on the world calendar. Opening the brief up to all agencies in this way is equally unique and exciting.” Tim Castree, CEO of Leo Burnett Sydney, says the agency has always N O V E M B E R / D E C E M B E R 2 0 0 7
AWARD Awards 2007
September October 2007