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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
TVC PRODUCTION 24 CAMPAIGNBRIEF MAY/JUNE 2010 Renegade Films RENEGADE FILMS HAS ALWAYS PRID- ED itself on the ability to work across all areas of production. Commercially it has won awards at MADC (Four'N'Twenty 'Magic Salad Plate') and Phoenix (Safer Streets and Australian Super Funds) but it has expanded its reach into content for networks. Says Renegade principal Ken Connor: "We have developed brands in a real context. RocKwiz has produced books, CDs, DVDs and now a national tour. We have, on the back of Cooper's, who are our sponsors, extended their reach into a huge, identifiable market with whom we have direct contact through our massive data base. "This is truly, a real benefit for clients. We're not making shows about advertising. We're making shows and advertising derives the benefit of association with those shows. We're not about branded content as a concept, we're about branding our concept. "There's often a perception that we're no longer engaged with advertising. Nothing could be fur- Being acclaimed for MADC Commercial of the Year is only the tip of the iceberg for Renegade Films' recent productions. A gold medal for Short Film In New York Festivals, a number of AFI awards and nominations for Wilfred and RocKwiz and Logie nominations for Wilfred and the Last Chance Saloon documentary series are tribute to this modern production company's commitment to working in a diverse and broad content delivery environment. ther from the truth. We are fully engaged. Tony Rogers made Magic Salad Plate, winning MADC Commercial of the Year in 2009 and numerous other awards and accolades. Since then, Tony has also directed another eight episodes of Wilfred series two, which has recently screened on SBS. The depth of knowledge and ability to deal with comedy in tvcs is accentu- ated by his work for recent cam- paigns for Foxtel and his dramatic and performance skills are evident in the Young Workers campaign for Worksafe ." Similarly, Edwin McGill has com- pleted campaigns for Australian Super and Safer Streets, which have both won Phoenix Awards, at the same time winning awards for his short films. The recent addition of Jasmin Tarisin to Renegade's roster shows the breadth and depth of Renegade's abilities. Jasmin has recently completed a campaign for The Bank of Queensland at the same time as producing a series of fashion docu- mentaries for SBS and is working on a multi-platform video portrait art installation work that pays homage to live music performances. Her documentary skills are much sought after by agencies. With a fully functioning documen- tary department which includes commissions for the ABC - Ned Kelly Uncovered, The Man Behind Dame Edna, Jailbirds with Jonathon Welch and the iconic Inside the Firestorm, Renegade is perfectly positioned to assist agen- cies and their clients to move into the areas of branded and brand sponsored production. Says Connor: "It is great that agencies are recognising the benefit of our experience in these areas and are coming to us to apply those skills to their commercials. "We see all of our ancillary work and experience as a benefit to agen- cies and their clients. Winning a nomination for a Logie for an off the wall doco on someone assisting alcoholics in the northern suburbs of Melbourne has very significant influences on how we can help Four'N'Twenty 'Salad Plate' - Clemenger BBDO, Melbourne
January February 2010