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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
Silver Lionat Cannes Julian Schreiber on Cannes: After Cannes, CB had a brief interview with Julian Schreiber. Any trends you picked up in Cannes for radio advertising? Radio advertising around the world is incredibly varied (no surprises there). Some things did seem pretty universal though. Every one still likes a good laugh. You can’t ignore funny and it makes you listen to the message. But there were some amazing examples in Cannes this year of using human voices to create sound- scapes that described the actual experience of using something. It made for powerful radio. What did you learn? About excess. Of bigwigs. Of parties. Of advertising catch- phrases. Of everything except sleep. How do you think Australia compares with overseas in radio advertising? As with most of advertising mediums we looked at in Cannes, it was a pleasant sur- prise to discover Australia is SE PT EMB E R/O CTO BER 2 008 actually playing at the level around what’s being considered the best in the world. Maybe it was a bit sparser in the radio department than the others, but it was nice to know that it’s not out of our reach at all. 2008 Cannes Shortlist The shortlisted Australian radio commercials at Cannes this year were: CHE Melbourne: Nando’s ‘Animal Tester’ Spinach, Melbourne: ABC Shops ‘Laughs for Everyone’ Clemenger BBDO Melbourne: RACV ‘Disclaimer’ BWM Sydney: Telstra ‘Everybody's Talkin’’ BWM Sydney: Working Against Culpable Driving ‘Police Radio’ Eardrum Sydney: Commercial Radio Australia ‘Small Market’ Leo Burnett Melbourne: SCOPE ‘Do I sound different?’ 303 Group Perth: The Royal Life Saving Society ‘Magazine’ Grey Melbourne: Transport Accident Commission: ‘Anne’ ‘George’ ‘Martin’ CAMP AIGN B RIE F 15
Awards Dec 2008