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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
Ranked No.1 chick magnet . Dejan Rasic, 34, is fast earning a reputation for creating award-winning campaigns featuring sexy chicks. Like the stunning mostesses in LynxJet, the nubile innocents in the made-up Japanese girl band Dizzy Banana, also for Lynx, or the posse of glamour girls hanging around American hip-hop star Snoop Dogg in the latest MTV campaign. So are you really just trying to pass off soft porn as advertising? “Probably a lot of it had to do with the fact that we had Lynx as a client and sexy girls are usually mandatory and for MTV, yes, we added a few girls. It almost became a coincidence that anything we did at that time had sexy girls in it, but it wasn’t intentional - we were just lucky,” he says. Rasic, who catapulted from 309th place in 2005 to equal first in the CB Hot 100 creative rankings in 2006, thanks to the smash hit LynxJet, has recently left his gig as creative director at Lowe Hunt to start Colman Rasic Carrasco with former Lowe Hunt colleagues Rebecca Carrasco and CEO Ben Colman. Based in East Sydney’s Stanley Street, clients include Cerebos, MTV (project work) and Paper Tiger Publishing. He’s also expecting his first child with his partner, a life change so big it makes starting an agency seem no big deal in comparison. “The stars were aligned, we felt like we had a really good team and that team might not exist again in the future, so it felt like we should seize this moment and do something with it,” he says. “At Lowe, I was lucky to be working with a bunch of great, talented people, it was a lot of fun, and probably the best time I’ve had in advertising.” An AWARD School graduate, Rasic got into advertising by answering an ad in the newspaper for the small Sydney shop McMurtry Sherbon Vartan & Partners asking applicants to write 2000 words on why they would make a good copywriter. Emma Spitzer also got the job and Rasic put up his hand to be the art director. Starting in 1997, Rasic won the Cannes Lions Young Australian Award three years in a row, once with the MSVP writer Tom Wilson and twice with Mel Marsh. In April 1997 he joined George Patterson Bates Sydney, where he teamed up with Matt Keon (now at Fallon London). They went to Saatchi & Saatchi Singapore together and then BMF Sydney. In between, Rasic worked briefly at Grey London. After three years at BMF, he went to Saatchi’s Sydney as creative group head and eight months later got the call from Lowe Hunt. What Rasic loves most about advertising is seeing an idea that’s been scribbled on a bit of paper end up everywhere. Oh, and hanging out with the likes of Snoop, who came to Australia to film the MTV campaign, directed by Paul Middleditch of Plaza Films. “Snoop was the most professional guy you’d ever imagine working with, he nailed every take, he added a lot to the scripts, he really immersed himself in the idea, which really surprised me. He’s a very funny guy so we were pissing ourselves laughing all the time on set.” PHOTOGRAPHY: DEREK HUGHES RETOUCHING: MARK YOUNG LOCATION: ANNANDALE
September October 2007
May June 2007