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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
UP FRONT CRE A TI VIT Y Worthington Steemson Lishman Nick Worthington, Publicis Mojo, Auckland. I didn’t witness this e xploding billboard fo r De adline Couriers f irst hand but I wish I had. Nothing would prepare you for the surprise when it actually exploded. Even with the countdown. Guess I always have loved to blow stuff up. Got on the news too. Helen Steemson, Saatchi & Saatchi, Auckland. My choice has got to be D DB’s ‘cash’ sack for L otto Powerball. Simple, cheap, and relevant, it got me to buy a ticket. I didn’t win. Maria Lishman, Colenso BBDO, Auckland. TV2 ‘U gly Betty’. This ad doesn’t need a nicely edited video and a groovy track‚ to explain the idea. It’s just really simple, but the best ones alwa ys a re. And it m ade me l augh. Nice work. Sarah Jackson, Clemenger BBDO, Wellington. Classic Car – NZ Lotteries. Here I was taken down the usual ‘liv- ing the kiwi dream’ line, thinking I had the end sussed. I wa s ha ppy to b e c ompletely wro ng. This l otto a d takes us through the journey of a kiwi dad buying an old car and labouring ove r it da y and night, unti l hi s son wins big and pimps his ride. Still entertaining after a few views. Beautifully shot. Great tune throughout. Andy Blood, TBWA\Whybin, Auckland. Speights’ Pub going to Lo ndon. A great , big idea. Bes t of t he year. I’m green with envy. NZ Paul Hankinson, DDB, A uckland. Allegedly, a lot of men are quite prone to losing their keys . I myself have no first-hand k nowledge of th is p henomenon, but if it doe s i ndee d e xis t, y ou’d h ave to sa y t hat i n t heir Corolla spot, Da ve and Levi ha ve made a cha rming, comp ell ing st ory out of a si mpl e h uma n truth . Apparently. Connan James, M&C Saatchi, Auckland. I know this was selected last issue but, it’s a much bigger idea than any- thing out of New Zealand in the last 12 months. Apart from th e sh eer a udacity of th e id ea, i t’s a lo gistical minefield that’s obviously had huge resources chucked against it by both the client and the agency. Instead of boring the world with yet another sepia graded 60 sec- ond s pot, Spe igh t’ s b uilt a Spe ight’s Al e Hou se. Nothing new in that of course, so they made it slightly more interesting by putting it on MV Lida and recruit- ing a crew to transport it to London. Over 2,000 peo - ple applied. All going well, it will arrive on October 3, where it wi ll be temporarily ber thed at Canary Whar f while the y se cure a p ermane nt site. I t j ust g oes t o show, if your television ads are constantly emasculated by the regulatory authorities, the best approach is just to stop making them. Ang us Hen nah, JWT, Auckland. Fl ick ing t hrough a Woman’s Weekly w hile wait ing at the dentist I c ame acro ss the lat est shock t act ics fro m LTN Z an d Clemenger BBDO. ‘Oh, the Humanity! Will someone think of the children!’ was my first reaction. Is nothing sacred, no t even cute s chool m urals? Well no t if i t reminds me to s low down ne xt time I pass a s chool, and this ad just might. Tim Hall, Saatchi & Saatchi, W ellington. DDB’s plas tic bag ide a for P owerball. Comp ared to thi s, e verything else was just rubbish. 50 CAM PA I GN B RIE F 2 Speights... ‘A great, big idea. Best of the year’ SE PT E MBE R/OCTOB E R 2 007 1 TV2... ‘It’s just really simple, but the best ones always are’ Jackson Blood CREATIVECIRCLE
November December 2007
July August 2007