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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
MAY/JUNE 2013 CAMPAIGNBRIEF CONTENDERS GEnx Jet Engine 'GE Works' The objective of Clemenger BBDO, Sydney was to position GE as innovative jet engine providers to a niche audience - those who order them. To achieve this their ad appeared in Aviation Business Asia Pacific Magazine, a subscription publication with 12,000 readers. This received distribution at the Australian Airports Association National Convention, where a copy was handed to every delegate, 250 of whom order jet engines. By innovating the way they used print to deliver the message, they were able to position GE as innovators themselves. New Zealand Transport Agency 'Flash' In a racing game called Flash, young guys get confronted with the all too real consequences of speeding. The car swerves, crashes, and then something really surprising happens. Ukulele Orchestra 'Nothing Beats a Jingle' How do you sell tickets to a ukulele show in small town in New Zealand? You get the band to make jingles for local businesses says Clemenger BBDO, Wellington. NZ Transport Agency 'Radio Legends' Family members know they should say something when someone in the family drives drunk but often find it too hard to confront them directly. Clemenger BBDO, Wellington offered an easy and unique way in: free airtime on the radio. Frucor V 'The V Motion Project' By hacking Kinect motion tracking software and combining it with audio production software Colenso BBDO, Auckland created The V Motion Project, a tool that could transform the body's movements into music. BNZ 'Be Good With Money' For three weeks 'Money is Good' and 'Money is Bad' statements appeared around New Zealand, as well as two unbranded films playing on television and cinema. Who was behind the campaign was a well-kept secret (even from BNZ staff), to create maximum interest and talk about the subject of money, without influencing it with the bank's involvement. Export 33 'He's drinking it for you' DB Export 33 celebrates the hard work men put into looking good for their partners by drinking low carb beer. Amnesty International 'Trial by Timeline' Amnesty International's Trial by Timeline was a Facebook application that scanned users Facebook Timeline and showed people what some of their comments or behaviours might have cost them in different countries around the world, just for being themselves. YWCA: Demand Equal Pay Women in New Zealand are paid 10% less, for doing the same job as men. To even out this inequality the YWCA Auckland decided men should be charged 10% more. Through TV, print,online, and experiential, this campaign highlights how absurd it is for the two genders to be treated differently when it comes to money. McDonald's: Staying Up A trans-Tasman 90 sec spot celebrating McDonald's sponsorship of the London 2012 Olympics. Top Australian director Steve Rogers from Revolver collaborated with New Zealand's legendary DoP John Toon to produce the 90 second piece. Hutchwilco: Secret Fishing Spots Hutchwilco is New Zealand's oldest manufacturer of life jackets. The only problem is their customers keep dying. Because fishermen don't tell anyone where they're going when they go fishing. No matter how good we make our lifejackets, if no one knows where they've gone the likelihood of finding them if they get in trouble is close to impossible. So they came up with Secret Fishing Spots, an iphone app that allows fishermen to log their secret spots, without giving them away to everyone. Then if they don't come home, a loved one can log on and see where they like to go, and send the co- ordinates straight to the Coastguard. Sky: Father Time Poor old Father Time, it seems he's no longer necessary thanks to MY SKY. McDonald's 'Australia Day' McDonald's became Macca's in this DDB, Sydney Australia Day campaign. MINI 'Driving Dogs' MINI tasked DraftFCB Auckland with finding a way for them to help the SPCA adopt out their dogs. Draft realised if they could demonstrate just how smart SPCA dogs really are, they'd have a better chance of finding happy homes. So, they taught three dogs to drive a car. For real. Prime TV 'Call Girl' DJ's love to talk. So to promote the season premiere of hit show 'Secret Diary of a Call Girl' DraftFCB decided to give them something worth talking about. Muscular Dystrophy 'Most Powerful Arm' - Havas Mini 'Driving Dogs' - DraftFCB, Auckland Virgin Australia 'Fair Go Bro' - Havas Australia
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013