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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
UP FRO NT CR EA TIVI TY Fraser Coulson Andrew Fraser, JW T, Sydney. As eve ryone obsesses about new media and the digital age, along comes an ad that’s as old-fashioned as it gets: a television ad for a beer, with a straightforward, laugh-out-loud gag in it. It ’s called ‘Th e woman whi sperer’(even the title sounds good) and it ’s f or Carlt on Mid. Brilliantly insightful, beautifully w ritten and d eftly execu ted; I absolutely love it. Ben Coulson, Georg e P atterson Y& R, Melbou rne. The Quit Victoria TVC. Congratulations, this was the first ad to ever make me truly consider qui tting, and I’m not even a smoker. Powerful, simple, original. Dejan Rasic, C olman Ras is Carrasco, Sydney. What do you do with a tired “now with 30% less sugar” brief? Starburst turned it into something entertaining. They gave away all the sugar that was now left over. Sugar stic ks we re di st rib uted at ca fes a nd giv en away through a website. How cool is tha t. Well done guys and girls. Darre n S piller, P ublicis Mojo, Mel bourn e. From the moment I s aw the s tart of the Quit Victoria TVC I couldn’t help but wonde r what was going to happen; very s imple, unassuming but unexpectedly, attention grabbing without the drama and hysterics. It plays out beautifully leaving what I wo uld call amazing young talent standing abandoned and distraught because his mother has lost him in th e crowd. It beautifully rein- forces the message of how your child would feel if you weren’t around. And if it was for the long term just how unbearable that pain would be for the ones you leave behind. Nice fresh direction, no shock facts and not just about you the smoker. If you’re not going to stop for yourself do it for others. Adam Rose, DD B Sydney. The commercial that stood out to me this month wasn’t a 90-second epic nor did it rely on a mega production budget. I t did how ever genuinely make me laugh (and nearly be sick) and for that reason the new RAV4 ‘Hot Tub’ spot gets my vote. Simple idea; brilliantly cas t and directed. The fat chick is genius. Damian Royce, Clemenger BBDO, Melbourne. My pick is a great c onti nuati on of th e u nbrea kable theme for HiLux. ‘Coconuts’ is a clever little story that manages to entertain the vi ewer whil e showing plenty of the HiLux (every angle in fact). Furthermore, it’s nice to see a car ad that doesn’t require the obligatory driving sequences. They’ve even managed to weave in a pa y- load shot without it feeling forced. Brilliant. Adam B arker, G atecrasher, Perth . Seen an d heard a couple of things recently that stood out because of the level of c raft. There’s a Pert h Zoo radio campaign that’s so well written, you’d swear not a single word of it was scripted (it was, I checked). My pick though is the Ikea ‘Change is good’ TV. Great di rection, cast- ing and acting. In the hands of the wrong director, it could have been a disaster. Nice work. Lars Vester, De Pasquale, Brisbane. Starburst Re-juiced (30% less sugar). Creating a product called Starburst Re-Juiced Left Over Sugar to demonstrate the sugar removed is, dare I say it, a sweet idea. Jim R obin son, J amshop, Ade laide. Toyota Hil ux ‘Coconuts’. How the hell do you take back ‘unbreak- able’ w hen al l the c ompet itors a re encroaching on your space. You turn if from a ute into a coconut har- vester. Great st uff. I n this p ractical demonstration, the grunt shot takes on a whole new meaning. 136 CAMP AI GN B RIEF 3 RAV4... ‘Simple idea; brilliantly cast and directed’ Rasic Spiller Rose 1 Carlton Mid... ‘Brilliantly insightful, beautifully written, deftly executed’ 2 Quit Victoria... ‘the first ad to ever make me truly consider quitting’ 4 Ikea... ‘Great direction, casting and acting’ NOV E MB ER/DE CE MB E R 2 0 08 CREATIVECIRCLE
Awards Dec 2008
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