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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 CREATIVITY Warren Brown, BMF, Sydney. I don't normally watch an ad over and over but sometimes you see one that you watch purely for the enjoyment of seeing how great our business can be when someone gets it right and nails it on all levels. What's not to love about 'Dumb ways to die'? I'd be a dumb ass not to pick it. Ben Coulson, GPY&R, Melbourne. Kangaroo Island SA Tourism Ad. January is a tough time to find great cre- ative work in OZ, must be the hangover effect of us all thinking about Christmas and the beach. That said, while my head was in holiday mode, I was taken by a refreshingly classy film for Kangaroo Island in SA. Yes it's style led, but it made me feel like the place had soul and wasn't just another tourism ad cliché. Points to the client for packing away their marketing rule book on this one. And double points for best use of Eddie Vedder, brilliant sound choice. Paul Nagy, Clemenger BBDO, Sydney. I like the Moon ad for Wild Turkey. A brave first 15 seconds of ridiculous nothingness, then a light moment about guys having a go for no good reason. Though many don't, I even like the wing. They should sell those. Ben Couzens, Clemenger BBDO, Melbourne. I choose McCann's ridiculously catchy and clever 'Dumb Ways To Die' web film for Metro Trains. At the time of writ- ing this, over 39m people had viewed it on YouTube and no doubt all of them had the message sneak up on them at the end. It's such a clever way to get people to realise that doing dumb things around train stations is, well...dumb. Classic Mescall. Also, full points to the clients at Metro Trains for having the nuts to run with an idea that on paper has some pretty full-on stuff in it. Tom McFarlane, M&C Saatchi, Sydney. It's a long time since I've received emails from London colleagues talk- ing up an Australian campaign. The first came from our Chief Strategy Officer, others followed from our net- work around the world. Yep, you guessed -- they'd all seen 'Dumb Ways To Die' and loved it. Who wouldn't? It tops my current 'wish I'd done that' list. Richard Muntz, JWT, Melbourne. Like my ad, like my brand. It's a pretty damn, simple formula. One they stuck to with unnerving resolve here for Aldi. At its heart is a simple truth, brilliantly executed. I know it's not the most dazzling strategy and bodily functions are a cinch to write a funny ad about, plus the end tie-up is a little tenuous but this is one supermarket ad that's not trying to be anything but likeable. James Rickard, KWP!, Adelaide. My pick from a pretty quiet month would be Curtin University's 'Where there's a won't, we believe there's a will' press ad. Great to see an ad build specifically for the medium. Great copy, restrained art direction, good use of white space, timing and placement all working together to make a great newspaper ad. Andrew Tinning, Shed, Perth. There's been a lot of lamb on our screens lately with Sam back for another Australia Day helping. While the whole country's been laughing at lambnesia the most memorable bit of Ovis aries for me is a lovely little spot from local Perth agency Lateral Aspect. No doubt none of you would've seen it or heard of them but if you like dogs and love a nice rack or shoulder then feast your eyes on it. Nancy Hartley, Clemenger BBDO, Brisbane. Art Series Hotel -- Overstay Checkout. A lot of brands talk about seamless customer experience but Art Series consistent- ly delivers. This is another really simple, clever idea -- the kind of thing that gets me up in the morning. Unless of course, I'd scored an overstay checkout in one of those cloud-like beds at The Blackman. Brown Coulson Nagy Couzens McFarlane 1 Curtin University... 'Great copy, restrained art direction' 2 Wild Turkey... 'brave first 15 seconds of ridiculous nothingness' 3 Art Series Hotels... 'really simple, clever idea' CREATIVECIRCLE
CBAT NOV DEC 2012
Campaign Brief May-June 2013