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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
52 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 CREATIVITY Ben Couzens, George Patterson Y&R, Sydney. I like the 'Sun Sound'. What do you do to get people be more sun smart? Play a certain sound that simply reminds beach goers to re-apply their sun block. Ridiculously simple really. It's ideas like this that unfortunately have directors and photographers twiddling their thumbs. The PR this idea received in the media alone is something you can't put a price on. It's just a shame that they got Ben Lee to compose the sound. It would have been more effective if the sun sound was just Barnsey screaming "Put ya farken sunscreen on! Right!!" Matt Eastwood, DDB Sydney. I love the 'Be Sun Sound' from 3DM. Whilst it'd probably annoy the hell out of me if I was actually sitting at the beach, that's probably not a bad trade off if it stops me getting skin cancer. It's a real- ly smart solution to what was probably briefed as just another community service TV spot. As ever, I applaud The Monkeys for thinking outside the (TV) box. James Dive, The Glue Society, Sydney. For me it's the Cancer Council's 'Sun Sound'. Creating a sound that plays at regular intervals at the beach to remind people to reapply sunscreen is a left-field idea. If adopted, the melody itself does have the potential to become iconic to Australia, but in its current form it feels like it lacks a cer- tain charm. However, great stuff. Rowan Dean, Euro RSCG, Sydney. Sam's back with a vengeance, and the best script since the original all those years ago. Thank God, or Dennis, that the diversion the campaign took last year into whacky art direction has been dropped in favour of what made the campaign so special in the first place - outstanding copywriting. Laugh out loud at every line. Irack, Barack, Jerusalamb, Istanbull, Islambabad. Genius. Steve Dodds, Whybin\TBWA, Sydney. The hours I spend watching television are writ large upon my body, but, alas, very little has penetrated my skull. Let alone lodged there. So when I asked my brain to nominate something that has stood out, it had to go back a few months to the 'Dove Love' spot for Pure Blonde. It's genuinely funny, and that is genuinely rare. Nigel Dawson, Grey, Melbourne. Happy to report that this print ad for A+ Architects caught my eye thanks to a wonderfully involving type treatment. The first three let- ters are especially intriguing; maybe the final 'D' could have been upper case? The concept may not be earth- shattering but the craft is a joy. Paul Fenton, The Furnace, Sydney. I love a good train rob- bery/hold-up/heist flick. The latest Toyota Corolla spot from Publicis Mojo Sydney is very charming - with beau- tiful direction, camouflaging, costumery and general silli- ness. It's a complete story, told in a neat little 30-second ad. Plus, they managed to get six of the client's beloved Corollas into the one commercial. Shizer. Andrew Tinning, Marketforce, Perth. Being a Kiwi it would be un New Zealand of me not to give a big thumbs up for this year's Lamb effort. It's another great installment in a brilliant campaign that has transcended advertising and become part of your popular culture, a bit like Bugger did for Toyota. And best of all you didn't even pinch it from us! Nic Harman, Banjo, Brisbane. I'm always attracted to ads with sharks in them. Which is odd, because I try to blank sharks out of my consciousness, in the main. Despite that, I like this because it's singular, smile worthy and speaks to the target market. It - and the other executions in the campaign - are carefully crafted and the strategy suits the brand too. I'm taking a pack of Juicy Fruit out with me on my next surf. Couzens Eastwood Dive Dean Dodds 1 A+ Architects... 'wonderfully involving type treatment' 2 Sun Sound... 'rediculously simple really' 3 Pure Blonde... 'It's genuinely funny, and that is genuinely rare' CREATIVECIRCLE
May June 2010