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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
UP FRONT CRE A TI VIT Y Horner Coulson Garry H orne r, Whyb in\TBW A, S ydne y. I like t he Virgin ad on the box at the moment. Whilst the executio n doe s let it down slightl y, the cor e thought, of your life being prepackaged, is a strat- egy that I am sure wi ll resonate with their target audience. Ben C oulson, Geor ge Pat terson Y&R, Melbourne. I have been lucky to see three things that were truly first c lass this month. Firstly, ‘Snoop Dog ’ f or MTV. Secondly, ‘Snoop Dog’ for MT V and thirdly, ‘Snoop Dog’ for MTV. Congratulations, this work is so far out in front we could almost all put our pens down this year. A great example of how funny and entertaining our business c an be when we get it right! Mark Collis, Leo Burnett, Sydney. Call me old f ash- ioned but I really like the current campaign from BMF about the value of advertising in newspa- pers. Clean stylish art direction and sweet engag- ing copy bestowing the virtues of the printed form and reading, yes that’s right, some people do read. I’m one of them. Camero n Har ris , C lemenger B BDO, Melb ourne. Strewth mate, she was an embarrassment of riches this month, but I’m dead set on those Chas er’s billboards. Cleverer than a two-headed Steven Hawking by jingoes. Onya cobbers. Too easy. Luke Chess, BWM, Sydney. Betty Crocker cake mix. There’s just something warm and re al about this entire spot - not unlike, I imagine, the cakes them- selves. Excellent direc tion and perfect cast ing bring this well constructed script to life . And, if my wife’s guffaw is anything to go by, the ins ight is bang on. Ant S hanno n, Grey Worldwi de, M elbourne. Heinz Baked Beans ‘Christine’. An amusing campai gn idea, plus one of the great kissing shots. Andrew Tinning, Marketforce, Perth. My pick is the Snoop Dog MTV campaign. Liked the TV a lot, the print was ok. Over all, It made me laugh and it feels like a big idea. Best of all, there’s no political correctness in sight which is a breath of f resh air, how lucky you are to have that kind of freedom. Cos Luccitti, De Pasquale, Brisbane. If you have the patience for this bugger of a game to load then it’s worth it. With s o many tradit ional educat ional institutions trying to act less traditional and domi- nate the digital a rena, the competition to c reate somet hing meaningf ul is fi erce. MGSM (Macquarie Graduate School of Man agement) hav e managed to pull it o ff with the ir game www.ceosurvivor.com. It’s a nicely executed, rele- vant a nd enter tainin g space th at m akes the MGSM brand appear slightly less stuffy than what it actually is. Great work. Tom Drewer, Cl emenger B BDO, Adelaide. I’m a real rev-head and this on e g ot m y motor running. What a clever, simple, refreshing way to say ‘fast’. Isn’t i t great to see a local car DM piece with an idea, and it’s from Volkswagen Australia. Top job. 52 CAM PA I GN B RIE F 2MGSM... ‘ It’s a nicely executed, relevant and entertaining space’ Collis Harris Chess 1 Newspaper Works... ‘that’s right, some people do read. I’m one of them’ 3 Volkswagen... ‘What a clever, simple, refreshing way to say “fast”’ SE PT E MBE R/OCTOB E R 2 007 CREATIVECIRCLE
November December 2007
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