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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
CANNES LIONS CAMPAIGNBRIEF MAY/JUNE 2013 Qantas Loyalty 'Stories for Every Journey' Collaborating with Australia's largest publishing house, Hachette - who also boasts many of Australia's freshest young literary voices - 'Stories for Every Journey' was born: a collection of ten bespoke novels - spanning horror, satire, non- fiction, history and romance. The routes range from the shortest (1.5 hours) to the longest (23.5 hours) and the 10 novels were edited over 3 months by Hachette's editorial directors to allow for take-off, landing, and the odd glass of Shiraz. UN World Humanitarian Day 'I Was Here' When asked by the UN to promote World Humanitarian Day, there was one small challenge; Droga5 had to reach the world. So Droga5 teamed up with Beyoncé, and turned her song into a message that would inspire people to do something good, somewhere, for someone else, to say 'I Was Here'. Schweppes 'Tumble' GPY&R, Melbourne created a brand new spot and campaign for Schweppes featuring people taking heavy tumbles down some very steep hills. Colgate 'Mouthguard' GPY&R Sydney and VML tapped into Australia's love of sport and created a media partnership with one of Australia's most popular sporting clubs, The Rabbitohs Rugby League Team. Very simply, the agencies branded the mouth guards with the Colgate logo. The tiny mouthguard was converted into a media space, showcasing Colgate's teeth protection creds in the toughest of arenas. Instant Scratch-Its 'Instant Millionaire' A scratchable print ad that lets you scratch away your old life to see what it would be like to be an Instant Millionaire. The campaign ran as print, online and direct. Watch With Mother App Watch With Mother: a sketch show like no other. Available from the iTunes App Store and Google Play. TAC 'A Place to Remember' Grey, Melbourne presents a 67m long table complete with 262 empty chairs sits as a grim reminder of this year's road toll. Each empty place remembers a life lost on Victorian roads in 2012. Tributes, safety messages, and images were directed to #aplacetoremember. As the road toll increased chairs were added. Over the time of the installation 6 chairs joined the table. Thousands of messages of hope and safety were left at the long table and shared on Twitter, Facebook and Instagram. Cloud 9 'Frozen in the Clouds' Launch new frozen yoghurt, Cloud 9 to a notoriously hard to reach and harder to impress audience of young, urban foodies. Send personalised tubs of Cloud 9 - 50,000 feet into the sky to be frozen. This social event called #frozenintheclouds announced the arrival of Cloud 9 Frozen Yoghurt to supermarkets and involved an audience via Australia's top food bloggers. TAC 'Drugs - Confusion' Drugs, particularly cannabis in this case, can do strange things to you when you're behind the wheel. Some 32% of all drivers and riders killed are found to have drugs in their system. This outdoor campaign aims to get drivers to wise up to the fact that drugs and driving don't mix. TAC 'Drugs' Drugs, particularly cannabis in this case, can do strange things to you when you're behind the wheel. Some 32% of all drivers and riders killed are found to have drugs in their system. This radio campaign aims to get drivers to wise up to the fact that drugs and driving don't mix. Virgin Australia 'Fair Go Bro' Virgin Mobile's most successful campaign ever, starring Brad Pitt's brother. Recently picked up a Gold and Silver at Clio. Muscular Dystrophy 'Most Powerful Arm' Havas Worldwide Sydney and Finch created the world's first petition signing bionic arm for the Save Our Sons and the Duchenne Foundation to raise awareness for young sufferers of Duchenne Muscular Dystrophy (DMD). The arm has signed close to 25,000 signatures. Durex Australia - Fundawear Touch over the internet. With over 7 million views of the campaign content and world- wide media coverage, Reckitt Benckiser are moving into product development. Sony Nex 'DSLR Gear, No Idea' Over 3 million have watched Sony take the piss out of clueless DSLR users, prompting a record number of Nex sales. Vitek Vodka 'Vitek Voice Over' A tongue in cheek radio campaign from Australian distiller Vitek Vodka, the idea plays on the Polish heritage of its creator with an Aussie sense of humour. Not so good at some things, brilliant at making Carlton Draught 'Beer Chase' - Clemenger BBDO, Melbourne The V Motion Project - Colenso BBDO, Auckland Ford Ecoboost 'Cane Toad Road' - JWT Sydney Durex Australia 'Fundawear' - Havas Australia Google 'Build with Chrome' - M&C Saatchi/Mark, Sydney + North Kingdom
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013