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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
RA DIO WINNINGAT CANNES Back in May, Paul Reardon and Julian Schreiber were fortunate enough to win the Gold Siren Award and, with it, a trip to Cannes. In France, their luck continued with a silver lion on the opening night of the festival. From that night on, “pretty much everything else is a blur”, as Reardon attempts to recall for CB. The famous CB Colombe d’Or lunch more than lived up to its reputation - it was absolutely amazing. By comparison, New Zealand had seve n fina lists with four awards. Norway picked up three awards, South Africa managed eight. In one particular incident I think Australia was hard done by. The Police Radio spot from Belgiovane Wil liams Mackay deserved more than a finalist. ROSÉ (aka ‘Friv Water’) Sounds gay. Looks gay. Is gay. But trust us: even i f the southern chapter of the Ku Klux Kl an held a G rand- Dragon Homophobe Convention in Cannes, they’d be drinking rosé by the gallon. That stuff is fricken’ delicious. CAST LE P ART IES Not a cas tle ‘themed’ h otel, not a venue with medi eval castl e ‘decor ’ or ‘inf lu- ences’, but…. an …actual… castle! Now that’s the p lace for a party. And that was a good party. Thank you for somehow organising invites, Tom Martin. SO HO T RI GHT N OW We’ve noticed two obvious trends in radio adver- tising. The first is the use of human voice to demonstrate a product fea- ture. This approach seems to be doing well at the moment. Dentsu Tokyo’s s pot for the EOS Ki ss Digital Camera took out the Grand Prix and a BBDO Cape Town ad for drumming and Marshall Music was a well-deserved gold. The second trend isn’t so great; While it was never confirmed, we’re pretty sure this guy is the Mayor of Cannes. NOW WHEN I SAY ‘BLUR’, I don’t mean blur as in I can ’t remember any of it . I mean that I just c an’t real ly sep arate ev ents w ithin the week. Certainly not to the point of being able to offer you a struc tured report of it, anyway. You see, a full week in Cannes is a hysterically f unny mix of p art ies, dinners and seminars. It’s a chaotic bl end o f advertising bril li ance , ridiculous ra mbling conversations, litres of r osé, and industry inspira- tion. Lu nches, shortli st v iewings, award pr esentat ions and cock tail parties all seem to mix together and any sembla nce of chr ono log y is thrown out a small French window. At t he end of the week , th e two most commonly heard e xpressions at Nice airport are “What the he ll just happened?” and “God damn I love advertising”. So i n keepi ng with it s c hao tic nature, Julian and I would l ike to shar e a few of our own r ambl ing thoughts on Cannes, radio advertis- ing, rosé and Cannes: THE GENIUS OF BUD LITE RADIO This ha s been t he sour ce of much 18 CAMP AI GN B RIEF Our RACV ad playing on screen in the Palais De Festival. It got a great reaction. debate. And we don’t expect t o solve the issue o urselve s. Should the Real Men of Genius campaign keep on winning? Whenever I find out that anot her Bud Lite ad has won, I can’t h elp but think “Hang on. It ’s the s ame idea . It’ s been the same i dea fo r years! There is nothing new or sur- prising about any of thes e spots . Why are they still taking out golds?” But t hen I hear t hem. Th ey’ re brilliantly written, th ey still ma ke me laugh a nd, despite t heir famil- iarity, they’re still some of the best ads in the category. I guess the answer is: Real Men of Genius will s top winning when we all stop laughing. But it’s been nine year s now and that hasn’ t h ap- pened. So who knows ho w long they’ll perform for? WHAT’S GOI NG DOWN IN CA PE TOW N? What it is with South African radio ads? They go for ages, they’re never in a hurry , and their v oice ta lent sound s tot ally unprof essiona l – these are all fanta stic q ualities. South African radio ju st s eems to get better and better each year. Sitting in the auditorium on the opening night WINNING SILVE R Julian said it b est: “To sit in an auditorium filled with thousands o f your pe ers f rom a ll ove r the wor ld, a nd ha ve t hem laugh and applaud w hile yo ur a d plays and the script appears on a huge screen… that’s what t hey for- get to mention you have the chance to win. How th e he ll did we ge t here?” We were both very proud. FRI V O N THE F RI V We called it ‘Fri viera’ or ‘Fr iv’ f or sh or t. It stands for ‘Fashions of the Riviera’. Friv get-up is hilariously ex cessive and dangerously infectious. In fact, regardless of your own pe rsonal styling, Julian and I d efy y ou t o spend 48 hours on the Friv without trying on a pair of white pants and seriousl y contemplat ing a p ast el polo. In fact, I’d wager th at ove r half the ECDs in this c ountry have a pai r of whi te pant s or some hideous linen item hi ding in their closets, the result of a h asty p ur- chase in a Cannes boutique. AUSTRALIA V S T HE WO RLD I N R ADIO We’re doing okay but we co uld be doing better. As far as we know, we had 11 finalists and only one award. prank calls. This year, New Zealand had s ucces s wi th a campai gn involving prank calls. But our guess is that judges will soon tire of the format. There seems to have been a lot of executions using prank calls entered into awards recently. And, wit h t he ex cept ion of DDB Auckland ’s work, the majority of them are pretty dull. BEWARE THE BOUNCER You don’t get your ordinary everyday run of the mill bouncers in Cannes, but super ex-military Russ ian, “sorry did I accidentally snap your spine while st oppi ng you comi ng i ns ide? ” bouncers. These guys defend the parties 365 days a year and know how to put the heavy word on y ou in 16 different languages. IF YOU REALLY, REALLY, REALLY WANT A GOLD LION IN RADIO The way judg- ing seems to be going, you can either bite the bullet and move to Johannesburg. Or, get a one-month contract at DDB Chicago, punch out a Bud Lite script and blam! You’re done. GE TT ING B ACK T HE RE We d on’t know how just yet. But we’re work- ing on it. This year at Cannes was even better than last year. Thank you, Commercial Radio. Who’s up for a little rosé? SEP T E MBE R/OCT OB E R 2 0 08
Awards Dec 2008