by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
ON LOCATION 44 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 Friday August 7, 2009: 1pm. Just heading out the door for a quick bite. Nic Taylor, Patts Sydney managing partner, grabs us and tells us we're getting a brief for the V8 Supercars pitch. Unreal. Only bummer is the presentation's on Tuesday. Head down to JB Hi-Fi andpickupafewV8DVDsanda copies of Toto's Greatest Hits, the Best of REO Speedwagon and Journey 'Escape.' All will be indis- pensable for the weekend ahead. Sunday August 8: 2pm. The brief comes in. All seems pretty straight- forward. V8 Supercars are looking to relaunch in 2010. They need a new positioning line and c reative concept for a 60#tvc. So far so good. But hang on, what's this? Something about a new brand ambassador n eeding to appear in the commercial. And that person is none other than P!NK. Seems she became involved with V8s through her husband, motocross racer Carey Hart. She's currently in Australia in the middle of her record-breaking 'Funhouse' tour which means there's a tiny window available to film her... in two weeks time! Shit!!! @radical.media and LA director Dave Meyers (who does all P!NK's music videos) are already on hold to do the produc- tion. Pump up the Toto and get down to business. Sunday August 8: 6pm. Four cof- fees and a dodgy burger later we crack the positioning line. The Greatest Show on Wheels. It feels good, it feels right. As with any idea though, the test will be campaign- ing it out. Taking inspiration from Journey's, "Don't Stop Believing" we get down to work. Monday August 9: 9am. Take Nic through our thinking and the work. She loves it all. Start working things up for a one-hour presentation. Print ads, logos, interactive ideas, rationales, stealomatics. So much to do... so little time. Another late night looms. Tuesday August 10: 11am. V8 client rings and informs us we now only have 30 minutes to present our ideas. Start culling. 2pm. Waiting in reception we see a competitor file out. They grin. Bastards. 2.10pm. Present to roomful of V8 Supercar clients. Everything goes well. One of those dream presentations. Think they really like our work. Walk out and pass the next agency in reception. We grin. Wednesday August 11: 9am. Client rings. We've won! Love the work. No changes. You beauty. Now for the tough bit. Pulling this thing together. Start running. 2pm. Run to @radical.media to meet up with Rob Galluzzo and Karen Bryson who we're counting on to pull this thing together. Thursday August 12: 1pm. Phone conversation with Dave Meyers in LA. Dave is one of the world's hottest music video directors (JLo, Britney Spears, Janet Jackson and P!NK) and is the man for our job. Jump on a plane to Melbourne and hot-foot it to Rod Laver arena to present idea to P!NK herself! 6pm. Head backstage and wait for P!NK to finish her sound-check. Thursday August 12: 6.30pm. P!NK and her manager arrive. She intro- duces herself as Alecia (and why wouldn't she, that's her real name) and we shake hands. The first thing that strikes us is how small she is -- must be only 5'2 or 3. A little pock- et-dynamo though. Her eyes are dark, she appears shy and very tired. Little wonder when you con- sider how physical her shows are. We take her through our idea and she seems to really like it. She has some very firm ideas on how she should look (sexy!) and how she should act (hot!). No complaints from us. We look over to Shane Howard, COO of V8 Supercars, who nods his head in agreement. This is gonna be fun! Monday August 16 - Thursday August 20: Daily phone calls with director and meetings with client and key stakeholders. We're seriously excit- ed about working with Dave Meyers. His reel is brilliant and his vision for this spot is amazing. PAT TS GOES P!NK FOR V8 SUPERCARS A spectacular new TVC by GPY&R Sydney for V8 Supercars is the result of some very quick thinking by the agency and great teamwork by all parties involved. Patts' creatives, Tim Arrowsmith and Dean Mortensen, were there every step of the way and kept this diary for Campaign Brief.
May June 2010