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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
T VC PRODU CT IO N Taking doing nothing to a whole new level - a major integrated campaign with all films directed by Miki Magasiva at Curious Film Curious does nothing The latest Carlton ‘Team Dry’ campaign, via agency Clemenger BBDO, Melbourne feature spots directed by Curious Film’s Miki Magasiva. The campaign rewards glory where there’s none to be found. IT’S AN UNJUST FACT OF LIFE that the inane, brainless th ings guys do in their early 20s are pr obably the most f un t hings th ey’l l ever do. Compared to the dre ariness of t he corporate world, there’s nothi ng like sitting around all day with your mates when y ou’ve go t n o s tress and no job. To tap into this flee ting age of innocence, Carlton D ry re cently launched a c ampaign t hat off ers drinkers the chance to win a ye ar- long pro sponsorship t o d o dumb stuf f fu ll -t ime , d el ayin g t he inevitable disappointment of a ‘real’ job. Created by Cameron Harris a nd Se ymou r Pope at Clemen ger BBDO Melbourne and directed by Miki Magasiva at Curious Film, the ‘Team Dry’ c ampaign of fers two lucky people a $50,000 sponsorship deal to enable them to l ive the l ife of a sponsored star. The campaign centres on a team of professional misfits wi th bi zarre, meaningless skills, including Jimmy, who’s paid t o bounce p ing-pong balls into cups; and Angus, wh o’s paid to make his biceps dance. The 46 CAMP AI GN B RIEF Team Dry members were cast from auditions of real people wi th ge n- uinely useless talents. The bi ggest challen ge lay in adapting the campaign acros s vari - ous media channels. In addition to TVCs and online , C ar lton Dry wanted to distribute a Te am Dry short f ilm on DVD with e very case of Carlton Dry sold. The result was a 10-mi nute te am fi lm, ‘T oky o Blitz’, featuring profiles and a te am trip t o Tok yo. The film shows prospective entrants the mixture of stupidity and brilliance r equired in their own video entries, in orde r to win one of Team Dry’s sponsorship deals . Over 100,000 Team Dry ‘Tokyo Blitz’ DVDs (with special features) will b e g iven away with cartons of Carlton Dry. During the shoot, the crew had to dodge the Yakuza and suffer some of the most evil working conditions: capsule motels. “We really had the be st t ime in Tokyo. I’ ve worked on a nd off in Japan for nearly ten years, yet Team Dry managed to t ake To kyo t o a whol e new leve l for me. I saw things that I’ve never seen before, and sang Karaoke songs that I’ve never sung before.” The ‘T eam Dry’ shoot al so invol ved ex plo ding d ummi es ; exploding alarm clocks; exploding water coolers; as well as documen- tary-style footage of Team Dry’s tou r t o Japan, and mak ing-of footage of Team Dry’s rise to fame. It was a compr ehensi ve shoot inspired by several different genres: over -the- top Hollywood trailer s; reality TV competitions; and ama- teur docos. Magasiva took all these influences and managed to create a campaign that feels like entertainment. “Thankfully it doesn’t take itself too ser iously and is a ref reshing mis h-mas h of en ter tainmen t. Cameron and Seymour had a very clear vision of where they wanted to take Team Dry, and so the total message is simple and c lear: buy a case of beer, sit back, watch a DVD and have a laugh with your mates. But not only that, you can become a part of it. Tha t’s something most people can identify with, and so the materials are reaching a lot of peo- ple,” says Grasse. NOV E MB ER/DE CE MB E R 2 0 08
Awards Dec 2008
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