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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
THE CRAFT 26 CAMPAIGNBRIEF MAY/JUNE 2010 NOT MANY PEOPLE GET THE CHANCE to hang poolside in Miami with Iggy Pop, but Darryl Ward knows what it's like to direct the godfather of punk. Ward's award-winning campaign for Orcon Broadband by Special Group picked up almost every top prize at this year's New Zealand Axis Awards, including the Grand Axis, Titanium, Interactive and Integrated Axis trophies. It also scooped four Golds for PR/ Experiential/Word-of-Mouth, Best Digital Campaign, Social Media and DM. The 'Together Incredible' cam- paign works because Iggy is so clearly into the idea, and the tech- nology is ingeniously adopted to bring the brand to life. It also proves Ward -- who began his career as a photographer, before becoming a DoP and later a director -- is skilled at working across multiple platforms, regardless of the logisti- cal challenges of working between continents and time zones. Not many advertising campaigns demonstrate the product or brand in such an endearing, relevant way, so Campaign Brief caught up with Ward to find out more about meet- ing Iggy Pop, and directing one of the year's most awarded integrated campaigns... 'Together Incredible' cleaned up at this year's Axis awards. What was the biggest challenge in pulling off this idea? Probably just keeping it simple so as not to impede on Iggy's own intuitive way of doing things in the studio. I also wanted to make it easy for the musicians in New Zealand to do their thing confident- ly despite it being rather early in the morning because of the time differ- ence with Miami. How difficult was it hooking up with Iggy in Miami? It was basically all go from the first meeting we had with Special Group in Auckland, earlier this year. Iggy was available almost immediately, so things started to move quite quickly. Before we went to Miami, I firstly met and directed Iggy via the inter- net for two 15 second spots at the start of the Orcon campaign in which he addresses the camera directly asking the viewer if they "Wanna be in my band?" That established our relationship, and once people started audition- ing, we set about streamlining the recording process in detail with Iggy's studio engineer in Miami. We had to address how we were going to simultaneously make pic- tures and record audio with Iggy in Miami and the competition winners in New Zealand. The campaign played out on TV, virally, on Orcon broadband and Facebook. Did this affect your approach to shooting it? It certainly affected how we went about planning the shoot itself. But the script or the idea encompassed all of those mediums -- it would just not have worked without the online component as the interaction and general buzz around the auditions was the real bonus. A lot of Orcon's charm relies on the eclectic band of Kiwi musicians. Who cast them? The funny thing was you saw Iggy come on television and ask you if you wanted to audition to be in his band. Then you could go to the website, download the guitar tabs for 'The Passenger' or the MP3 track to learn from (which we had to make a soundalike version of ourselves since we couldn't give TOGETHER INCREDIBLE: POP CREATE SOMETHING After cleaning up at this year's NZ Axis Awards, Campaign Brief gets the lowdown on Darryl Ward's encounter with Iggy Pop when shooting the Orcon Broadband 'Incredible Together' campaign for Special Group, Auckland.
January February 2010