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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
OUTD O OR Award-winning UK Drink Drive campaign using London’s taxi fleet ‘When will the FruitBurst?’ - an interactive 3D poster via DDB New Zealand Taking it to the streets - this innovative outdoor campaign for the National Gallery won a rare Black Pencil at D&AD last year ‘Don’t let you life flash before you’ is the message on this outdoor from NZ TV3 ‘Ugly Betty’ from NZ Award-winning US poster for Chick-fil-a Deadline Couriers ‘Exploding Billboard’ via Colenso BBDO, Auckland Creatives setto rediscover great Outdoor Outdoor advertising has moved on from the days of just being about big logos and three word headlines. In launching the new Outdoor Awards, the Outdoor Media Association wants to showcase the very best creativity in the new approaches to outdoor advertising, and to recognise the creative forces behind them. 20 CAMP AI GN B RIEF GLOBALLY THERE HAVE BEEN PLENTY of f antasti c examples to highlight the effectiveness of the O utdoor medium – from simple i deas s uch as using cows to se ll chicken to the increasing use of QR codes tapping into mobile handsets. And digital technol ogy is also making its mark, as is Bluetooth technology in the out door r evolu- tion – with many new inclusions of interactivity being r esponsible for the evolution of this most tradition- al form of advertising. But regardless of the n ewness of the technology, it can never replace the impact of a good creative idea well executed. Last year , a solar-powered bill - board promoting a ba nk in S outh Africa took out the Outdoor Grand Prix at Cannes. Excess power from the billboard was used t o p rovide electricity to a nearby school kitchen. Sporting giants such as Adida s and Nike ha ve long been gr eat The Outdoor Awards truck arrives at Coober Pedy innovators in the outdoor spa ce, wi th one of them eve n u sing climbe rs to p lay so ccer a nd run along the sides of buildings in Asia. And last year an ou tdoor cam - pai gn for the Nation al Galler y where paintings were dis played on streets outside the conf ines of th e gallery won a D&AD Black Pencil. In Aust ralia, we’ve s een so me excellent work and new uses of out- door . T he se inclu de Nestle’s ‘Sistine Chapel ’ g elato dr umstick promotion that graced the interior ceilings of buses; Toohey’s “For the Love of Beer ” campai gn u sing supersite te asers to build interest and awareness; and Vodafone’s “Make or Break” bus shelter wrap. The Outdoor Awards aim to lift the profile of this effective medium, starting with its own PR campaign where a large mobile billboard pro- moting the awards has been driven 10,000km across Australia. Entries are now open for these new awar ds wit h a final cal l planned for early in the New Year. All creative that has run on an out- door format in Australia between 1 January, 2008 and April 30, 2009 is eligible for entry. A judging panel of senior creatives will choose winners across 11 cate- gories, including an overall best of show. Mi chael Simons, the recent- ly appoin ted cr eat ive head of DraftFCB New York, will chair the panel. J udges will be announced soon at: www.campaignbrief.com. NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
January February 2009