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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
T VC PRODU CT IO N STATEOFTHE Just how wide the playing field has become for production companies was evident in the two Grand Prix winners awarded in the film category at Cannes 2008. One Grand Prix went to Fallon London for its playful Cadbury’s Dairy Milk ‘Gorilla’ spot showing a man in a gorilla suit playing the drums to Phil Collins ‘In the Air Tonight’ and the other to TAG SF/McCann Worldgroup San Francisco for the technical master- piece, Microsoft Xbox 360/’Halo 3’, which was entered in the new internet film category. The double win sent a positive message to the market that, rather than causing the demise of the TVC as had been predicted for so long, the internet could be the production industry’s saviour - by extending the audience beyond the restrictions of the television screens in any one nation. CB’s Heather Jacobs talks to some of the big players to see where we’re at and where we’re headed. LEGENDARY CREATIVE Ted Horton from t he B ig Red Group, Melb- ourne, who was the Australian juror in film at Cannes this year, says that ‘Gorilla’ and ‘Halo3’ are two equal- ly brilliant pieces of wor k, oc cupy- ing two different worlds: “One is an extr aordina ry demonstrat ion o f multi-channel marketing; the other a testament to the po wer of on e simple piece of brilliant br oadcast advertising,” he says. There’s a sense of adventure and newness to the industr y driven by web films and more integrated cam- paigns, says Paul Prince, managing director, of New Zeal and-head - quartered The Sweet Sh op. T he company has chas ed t he gl oba l market, opening offices in London, Shanghai, Los Angel es, Chicago and New York. Says Prince: “What’s chal lenging about this structure is that no one really knows what the model is from a financial point-of-view, which has resulted in a more for le ss mentali- ty. Rather than being seen as a big - ger inv es tment , it ’s more about there’s this essential me ssage th at we had before and now we have to dist ribute it in a n ew way, but there’s no extra budget.” Recent forays into br anded co n- tent includes the Schweppes Short Film Festival out of Publicis Mojo, Auckla nd, with fiv e Sweet S hop direct ors creat ing sh or t f ilms to position Schweppes as a soft drink for adults. Designed for the Eastern Europe market, the films attracted a global audience via a dedicated web site and their postings on YouTube. Then there’s the interactive music video f or The Pet Sh op Boys f or EMI Music via its di gital media arm, The Rumpu s Room. T he music video won a gold cyber lion. Peter Masterton, execut ive pro - ducer of Plaza Films, says develop- ing work for the internet and spon- sored p rogramming c oupled wit h increased globalization are amon g the challenges the industry is facing. “It seems there are more non-resi- dent directors coming ov er here to work and a few of our directors are spending more time overseas as well,” he says. Masterton considers the changing marke t to be g ood ne ws f or t he industry because it means yo u’ve got to have a really good idea and create something pe ople will wa nt to watch - a trend tha t is he lping 32 CAMP AI GN B RIEF Masterton (above) says developing work for the internet and sponsored programming coupled with increased globalization are among the challenges the industry is facing. “It seems there are more non-resident directors coming over here to work and a few of our directors are spending more time overseas as well.” raise the creative bar. Plaza’s entrée into br anded co n- tent, the MTV ‘Welcome Snoop’ short film, won a Gold Promo Lion at Can nes plu s a Silver Lion in Direct, then went on to win Gold at The O ne S how En ter tainmen t Awards, a new show d esigned t o recognize work th at effectively blends entertainment with advertis- ing. It was one of three piece s of work recognized from Australia and New Zeal and – the other s wer e MTV/EXIT ‘D iffer ent Lives’, whic h won two Bronze pe ncil s. Bronze also went to Speights ‘Great Beer Delivery’ created by Pu blicis Mojo, Auckland. Michael Ritchie, ex ecutive p ro- ducer, Rev olver Film, says the y have been involved with lo nge r form communication, for example, a music video for Radiohead and the Tourism Aust ralia bran din g campai gn di rect ed for Baz Luhrmann by recently signed direc- tor Bruce Hunt. Music v ideos for Beck, Franz Ferdinand, and Presets have been di rected by Kris Moyes, another recent signing. “Luhrmann’ s film, Aus tral ia, is effectively the most significant piece of branded content the world has so far seen. The Tourism Austral ia campaign util izes a modern version of the storyline of the film,” says Ritchie. “The e xecutions celebrate the same emotional outcome we enjoy in the film. The locations and cast were also influenced by the film and Hunt was instrumental in directing NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
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