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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
CAN NES Did you know that an Aussie or kiwi played an integral role in no less than seven of the eight Grand Prix at Cannes this year? Plus three of the four Titanium Lions and one of the four Integrated Lions? It was just a pity that not all were won for down under shops! Campaign Brief caught up with two expat Aussies - Tim Piper and Nick Law - who became instant super- stars at Cannes this year - two Grand Prix for the former, one Grand Prix and a Titanium for the latter - wondering how almost no one knew they existed prior to the festival. AUSTRALIA’S E VERYONE IS AFTER THAT ELUSIVE HIT, that one great campa ign that wil l make your career. For Tim Piper, a 35-year old Adelaide cre- ative working at Ogilvy & Mather Toronto, i t’s Dove ‘Evolution’, which made history by winning the Film Grand Pr ix a nd Cybe r Gr and P rix at Cannes this year. Made for an estimated budget of $100,000 (Canadian) the short film was written by Piper and co-direct- ed with Yael Staav. It u ses t ime laps e phot ogr aphy t o show an attra ctive g irl morph ing in to a glamorous billboard model with the help of make-up artists and exten- sive manipulation of the image. Before heading ove rseas in 2004 Piper - then at Clemenger BBDO, Adelaide, was ranked 300th on the Campaign Brief Creative Rankings. Theoret ically, if he’d don e ‘Evol- utio n’ for Unil ever in A ustra lia , he’d be in the top 10 next year. There’s no doubt that ‘Evolution’ is his new cal ling car d, having bl itzed the awards thi s yea r. It picked up a Yellow Pencil and two Black Pencils at D&AD, two ‘Best in Show’ at the Canadian Ma rket- ing Awards and one Silver and two Bro nze at Cl io and was n amed Global Campai gn of t he Year b y Advertising Age. Furt hermore, a t Unilever’s own awards ‘ Evolution’ took the Grand Prix. After s tudying graph ic d esig n, Piper spent the first deca de of his career working in Adelaide. His first agency job was at KWP! and after a sti nt at Charterhouse h e join ed Clemenger BBDO Adelaide whe re he teamed with Johnny Velis work- ing u nder cr eative chief Gr eg Knagge and Geoff Robertson, now co-creative director. P iper won a few a ward s in Australia, most notably a Gold World Medal at the New York Festivals in 2004 for the Nat ural Gas ‘Bath’ s pot out of Clemenger, which was also a final - ist at Cannes, but admits he hardly set the world on fire. Keen to travel , he de cided o n Canada for several reasons: his ex- girlfriend was interested in working there, he was eligible for a working holiday visa and it was c lose to t he US s o h e c ould tap i nto a ta lent base of incr edib le cin ematogra - 26 CAM PA I GN B RIE F Tim Piper (in the white shirt and jeans) on stage collecting the Film Grand Prix at Cannes this year Dove ‘Evolution’ won both the Film and Cyber Grand Prix. Tim Piper wrote, co art-directed and co-directed “I felt like in Adelaide my career phers, actors and directors. He left Clems on good terms with the assurance he could return in six months if he wanted to, but recalls a senior manager at t he ag ency telli ng him he was too ambitious and if only he would slow down a bit, success would come. would go absolutely nowhere. I’d won s ome nice awards wi th my partner Johnny Velis, and we had some really nice wor k for the Gas Compan y, but i t was s till a med iocr e pr ofil e i n a s mal l Australian town. So I felt like it was JU L Y /AU GUST 2007
September October 2007
May June 2007