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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
UP FRONT 22 CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 AGENCY OF THE YEAR Dulux – Surf Club Project The buildings that bear the brunt of our extreme weather deserve a paint that lasts. Dulux wanted to showcase the longevity and tough- ness of its outdoor paint, Weathershield. To do this, the agency created the Surf Club Project. Part community initiative, part durability test, this long-term program is committed to painting the country’s most exposed and vulnerable buildings – our Surf Life Saving Clubs. Scattered throughout the entire length of the harsh Australian coastline, their isolated locations make them the ultimate demonstra- tion of long-term durability. Once all 315 clubs are painted, they will stand as testament to the protection offered by Dulux paint. Bonds – Birthday Project For 96 years, Bonds has been worn by Aussies from newborns through to grannies. But according to the brand marketers, over recent years, it’s been perceived as a female ‘youth’ brand. To re-con- nect Australians of all ages with a brand that has so much history, the agency allowed Aussies to own their day in history – their birthday. The Birthday Project was a search to find one person born every day since Bonds began back in 1915 – all 35,301 of them. Each person to upload a pic on the Bonds timeline received a personalised, one-off Bonds tee customised with their birthday. the TV broadcast, showing the NAB Stand-Ins doing everything from 21st speeches, ukulele recitals and dog grooming, to competitive wake boarding, farming and suiting up as a firefighter. Carlton Draught – Beer Chase Four criminals, a squad of cops and a bag of cash walk into a pub... Carlton Draught Beer Chase is the latest instalment in Carlton Draught’s long-running Made From Beer campaign. This campaign has always made light of popular culture, such as big budget advertising, halftime enter- tainment and super-slow motion footage. This time, clichéd Hollywood car chases were used to highlight men’s reluctance to part with their pots of Carlton Draught. Guaranteed Gold at all the award shows this year. Libra – Boot Camp Exercise is a weird thing. Some people can’t stand it, others seem to relish the very thought of it. This campaign sheds some light on the latter. The spot opens with the universal agony of getting out of bed early on a cold morning to go to boot camp. Urged on by her more motivated friend, the hero finally hauls herself out from under her doona and kits up for boot camp. The ad high- lights the freedom that can be enjoyed with a pad that’s designed to fit, no matter what you do. NAB – Rewarding Honesty According to NAB, its credit cards are known as honest credit cards because they have nothing to hide because they are transparent in the way they charge interest. So to announce that NAB’s “hon- est” credit cards now came with Flybuys rewards, the agency built a system of outdoor ads that instantly rewarded unsuspecting shoppers for seemingly small acts of honesty. In the TVC, news of the hero stu- dent’s honesty reached millions of people, getting picked up as a news story by local and international news media and proved that Australians are an honest lot and that they deserve a credit card that rewards them for it. AWARD – Pencils Equal Profits There are more and more shows appearing on the award circuit every year, and agencies want to enter them all. The challenge is, that in reality, it’s not the creatives that decide how much and what can be entered. It’s the agency award show budget. Sometimes that lives well outside the creative realm and deep inside the financial one. It was time to change AWARD’s Australasian audience, and speak to those that actually control the agency purse strings – the financial directors. Pencils Equal Profits is an entertaining and revealing book that speaks fluently in CFOs’ native tongue – profits. VB – The best cold beer is back and in the black McGrath: “We like tensions and contradictions; they make life – and brands – interesting, relevant and real” Keogh: “We probably don’t separate ‘business’ and ‘creative’ very much. We try and figure out what people care about and what they will notice. More often than not, that tends to result in a good business and creative outcome”
CBAT NOV DEC 2012
Campaign Brief May-June 2013