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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
36 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 NZ AGENCY OF THE YEAR Ambient stunt for NFD reminded people that sounds are much better heard Humour is always front and centre for Sky TV The DDB creative team: "With all of these disciplines now truly working together, it's interesting to see what's starting to happen," says Talbot. "Everyone is becoming far less blinkered by their own disciplines and borrowing from others. For me our business is changing and evolving so rapidly that we need to be in a position where we can hardly be labelled a fumbling old advertising agency." New Zealand as well as a Cannes jury. His litmus test is the YouTube effect -- where people go to the effort of creating their own versions of the ads to post on YouTube - as happened with Instant Kiwi's 'Mexican'. One of the biggest award winners at the awards shows in 2009 -- and most popular campaigns -- was Pascall 'Fruit Burst', where a giant pin was placed on a billboard next to a giant inflatable strawberry bal- loon filled with thousands of Fruit Bursts. A website with a live feed to the billboard gave people the opportunity to guess when it would finally burst -- guessing the exact time and date would win them $5,000. Extensive local media cov- erage ensured mass awareness of the event and website hits exceeded targets by 300 percent with brand awareness reaching 93 percent, it was one of the Pascall's most suc- cessful campaigns ever." "There are four million people in this country and to create those kinds of ads that get that talk value and news coverage is really impor- tant," says Talbot. "I don't think it's because there isn't any other news, but because New Zealanders actually like ads, they like being Fruit Burst - two Gold Lions and a Bronze Lion at Cannes Classy print for VW a hallmark of DDB Hulk cinema - audience participation
May June 2010