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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
CANNES LIONS CAMPAIGNBRIEF MAY/JUNE 2013 2013 CANNES How will Australia and NZ perform at Cannes this year? All indications suggest it could be our greatest haul ever. In the lead up to the 60th International Festival of Creativity Campaign Brief showcases the work that may impress the judges... Footpath Library 'Mailbooks for Good' In partnership with Random House, BMF Sydney created an innovation in book publishing, which encourages donations of books to The Footpath Library, a charity which provides books for homeless and disadvantaged Australians. The innovation takes the form of specially designed dust jackets. Once readers have finished the books, they are instructed to turn them inside out and the books become pre-paid, pre-addressed parcels. When posted they are sent directly to the charity for distribution to those in need. Hell Pizza 'Pizza Roulette' As part of their campaign to promote Pizza Roulette Barnes, Catmur & Friends Auckland produced a TVC to encourage self harm amongst pizza lovers. At no extra cost people could have one drop of hell fire on a random slice of any pizza. It's as strong as pepper spray. Look out, Granny. Honesty Box Cider 'Great Kiwi Honesty Test' To launch Honesty Box Cider, Barnes Catmur & Friends launched The Great Kiwi Honesty Test. Consisting of 15 simple questions, it was easy if you were honest. And even easier if you weren't. 500 entrants received free bottles of the cider if they promised to give money to charity. ALDI Mamia nappies 'Ready when you're not' Every parent knows 'that face' when their baby chooses the most inappropriate time to make use of their nappy. This campaign ran across TV, print, online and catalogue. Amnesty International USA 'Twignature' BMF developed Twignature specifically for Amnesty, an organization all about collecting signatures, to allow them to harness the reach of Twitter by encouraging people to create a digital signature, a Twignature, simply by Retweeting campaign tweets sent by Amnesty. RAC 'Middle of Nowhere' Going for a holiday in country Western Australia is all fun and games until someone has a breakdown. Running into car trouble while driving the long stretches of highway to and from Perth, WA can literally leave you in the middle of nowhere. The Brand Agency, Perth, produced this billboard to remind people that with RAC Roadside Assistance a breakdown won't ruin your trip. Leggo's 'Laneway of Love' To coincide with Valentine's Day and the Leggo's Love Songs campaign, BWM created an outdoor installation campaign in the streets and laneways of Melbourne. iiNet 'Giig-a-saurus' While BWM's client iiNet were constantly upgrading their customers' lives with the latest in technology, they also wanted to make sure they did the right thing with the old. BWM's solution was Giig-a-saurus - a giant dinosaur sculpture made of recycled modems and handset that appeared at Sydney's 2012 Sculpture by the Sea. Carlton Draught 'Beer Chase' Beer Chase, the epic ad sends up classic action movie car chases, with everything from cops and robbers to a rocking 1980s soundtrack, all with the classic Carlton Draught twist we have come to expect. The campaign launched in time for both the NRL and AFL finals series, the perfect time to go to the pub with mates and watch the game while sinking a cold Carlton Draught. NAB Stand-ins The NAB Stand-Ins, a team of NAB men and women who stand-in for your Grand Final Day commitments, found themselves learning a range of new skills during the 2012 Toyota AFL Grand Final - including crocodile wrangling. AWARD 'Pencils Equal Profits' For the first time in history, Clemenger BBDO Melbourne created a 'Call for Entries' that was designed specifically for agency Finance Directors, instead of agency Creative Directors. 'Pencils Equal Profits' is an entertaining and revealing book that shows that we spoke fluently in CFOs native language: Profits. TEDxSydney 'Mimeisthai' What if you could trend a topic by simply speaking? No smartphone, no laptop, no tablet, but based on what people are saying to each other in real-time? TEDxSydney briefed Clemenger BBDO Sydney to create an experience bringing to life the event's theme: Real. Live. Now. 'Mimeisthai', did just that. Skittles 'Telekinize the Rainbow' If your super power is always wanting things you can't have like having real super powers - then rest easy. Clemenger BBDO Sydney harnessed the power of the rainbow so you can now move Skittles with the power of mind control. DHL 'The Imported Ad' To prove that DHL Import Express is the safest choice when you need to import things quickly from overseas markets, Clemenger Proximity, Sydney took out an ad in the Shanghai Business Daily and sent it to small business owners in Australia. Metro Trains 'Dumb Ways to Die' via McCann Melbourne - Australia's biggest chance to win multiple awards, hopefully including a few Grand Prix
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013