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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
UP FRO NT CR EA TIVI TY Maddocks Coulson Richard Maddocks, Cl emenger B BDO, Sydney. The Seek campaign appeals to me for some re ason. Feels like it came from somewhere else, so I real- ly hope it didn’t. Ben Coulson, George Patterson Y&R, Melbourne. For me it’s an easy choice, the Bonds Boxer shorts ad with the boy and soccer ball. Assuming it wasn’t done in one take, the ball was on a string and the boy was completely CGI, it’s still great to watch. Simple, striking and I’ll stop short of any ‘ballsy’ puns. Well done. Dave Bowman, Sa atchi & Saatchi, Sydney. “Avail- able in all the coolest petrol stations” outdoor for V Lemon Energy Drink. I’d usually be less than likely to notice a met rolite at 3am on a Sunda y morning, three sheets to the wind. But thi s one cracked me up. Pr oof th at a great head line can stil l produce a gr eat a d, ev en i f th e pack sho t looks more like i t should be on billboard at the airport. Loved it. Ron Mather, I t’ s t he Th ought that Coun ts, Melbourne. An ad I thought was a terrific idea, but was let down by th e directi on, was the fa rmer telling us h e had been ab ducted by al iens and then asking if we’d like to see the video. It was for Panasonic’s tin y vide o camera. A te rrific i dea, with a better bit of storytelling by t he director i t could have been a little winner. Josh Moore, RazorJunior, Sydney. Camry. Every bit brilliant. The cha rming t ale of a guy who c an’t crack the big idea. He wanders the corridors - we meet a girl he likes. He skips beers with the lads. He’s dedicated, persistent and it pays off. He cre- ates a brilliant bit and completes the Camry. If I was a Camry driver I’d finally feel like I have a reason to own one, my car’ s full of bril liant bits, what’s yours full of? Cameron Ho elter, Clemenger BBD O, Melbou rne. I found the new Mar s ad pretty en gaging . Admittedly help ed by no t having an ‘Olympic’ message in i t. None the less, it ’s nicely executed and I kind of like its open endedness. (Feels like there could b e more to come with th is idea . I hope so.) And any ad featuring Plastic Bertrand deserves recognition. Andrew Tinning, Marketforce, Perth. You would’ve thought with the Olympics on there’d have been a gold rush but I couldn’t find a bronze or even a finalist in that area. So my pic k this time around goes to a local team here in Perth for a really nice spot for the office of Ro ad Saf ety - ‘You could lose your licence in a flash’. Nicely shot by AHT, nice music and a real ly nice thought to tie it all together. Cristian Sta al, CumminsNitro, B risbane. Sitting at home with kids jumping al l over you is a reall y good litmus test for any commercial. And when I saw a guy b eing pushe d on a chair towards 44 gallon drums in a lab, it grabbed my attention. So the Camry “Every Bit Brilliant” ad gets my vote. Greg Knagge, C lemenger BB DO, A dela ide. Wool - worths “We’re f resh foo d people because y ou are” - Man with watermelon TV spot. A simple story, beautifully produced that brings the brand promise to life. 36 CAMP AI GN B RIEF 2 Seek.com.au... ‘Feels like it came from somewhere else’ 1 V Lemon... ‘Proof that a great headline can still produce a great ad’ Bowman Mather Moore 3 Bonds... ‘Simple, striking and I’ll stop short of any ‘ballsy’ puns’ SEP T E MBE R/OCT OB E R 2 0 08 CREATIVECIRCLE
Awards Dec 2008