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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
UP FRO NT CR EA TIVI TY Catmur Gill Worthington Paul Catmur, Barnes Catmur, Auckland. I have no idea how FCB managed to sel l a c oncept like t his t o Whitcoulls but well done and hopefully it shows a way forward for others. The music is great and while the s tories may be a little weak they are so charm- ingly told they get away with it. Great little ads. Slade Gill, Saatchi & Saatchi , A uckland. Two pieces stand out for me. One is a billboard in the Auckland CBD t hat simply read s ‘Beer’ i n hurried black scrawl. Wish I’d done that. The other noticeable ad is C ole nso ’s A lzheimer ’s T V campaign . T he humour sets you up for a ni ce fall a nd it ’s a fresh way of tackling a se rious issue. Does it demonstrate enough empathy towards actu al suffe rers? Tricky question… Nick Worthington, Colenso BBDO, Auckland. It’s election time here in NZ and on every corne r there a re a bunch of posters with badly dressed people with bad hair cuts, bad teeth and ins incere smiles asking you to vote for them, next to them is a picture of a little girl with a genuine smile, great hair, great teeth and a pretty cool s tripy jumper too asking us to vote for her; t he future. I love it. I’ll vot e for h er which means voting green. Sco tt Henderson, S aatchi & Sa atch i, Wel lin gton. Election. Ads. Everywhere. Grinning faces, carefully focus-grouped s tatemen ts… the usual paint-b y- numbers stuff that assumes we all slobber when the bell rings. And standing head and shoulders above it all, a b eautifull y simple campaign that takes the most generic appeal in p olitics and makes i t mean- ingful, altruistic and deeply perso nal. Th e Greens poster gets my vote. NZ Duncan Munro, Young & Rubicam, Auckland. I’m l iking the Green Party billboards by Special – just a three word headline and a beautiful photo. Very, very sim- ple but then sometimes, that’s a good thing. James Mok, D raftFCB, Auckland. The Man Vending Machine for F lossie.com. Bril liant stu nt, really well executed. A lot of stunts end up being seen by half a doz en p eopl e but I suspect t he word o f mouth f actor of this id ea was h uge and the vir al was guaranteed to get passed on by wome n. No doubt we’ll be seeing it again in award shows. Angus Hennah, JWT, Auckland. If modern warfare was depicted like a video game maybe we could get more teenage boys to s ign up ? Cool a nd possibly award winning. Pity the fool that wakes up in Afghanistan to discover war is not at all like Tetris. Oh wel l, at least i t’s better to sucker people in than br ing back the draft. Brett C olliver, DDB , Auckland. Walking down Queen Street I couldn’t help but notice the giant Coke bill- board that’s being suc ked up b y a larger t han l ife drinking straw. I’m sure th ere’s some s ort of wise crack that coul d be i nserted here about “copious amounts of coke” bein g “inhaled”, but I’m running late getting this to Lync hy so we’ll just l eave it at that. Anyway, everyone else walking past seemed to be stopping and checking it out too, so great job. Jeremy Taine, Ogilvy New Zealand, Auckland. Vespa. I love a man in a uniform... 134 CAMP AI GN B RIEF 3 Whitcoulls... ‘the stories... are so charmingly told’ NOV E MB ER/DE 2 Alzheimers... ‘a fresh way of tackling a serious issue’ 1 Vespa... ‘I love a man in uniform’ Henderson Munro CE MB E R 2 0 08 CREATIVECIRCLE
Awards Dec 2008
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