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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
MAY/JUNE 2013 CAMPAIGNBRIEF vodka. Vitek Vodka, distilled by peasants, drunk by royalty. 4 Pines Vostok Stout Beer 'Space Bored' Not much happens up in space which is why on February 26, 2011 JayGrey sent the world's first beer into space. 4 Pines beer brewed down under to be drunk up there. News Qld/Bridge to Brisbane 'Hero Time' Every year around 40,000 people take part in the Bridge to Brisbane fun run, but the charitable raise is relatively modest. Time to put fundraising back on the agenda. So Junior created Hero Time. For every dollar you raise for charity, you get one second off your finishing time. Raise $100, get 100 seconds off. You get the idea. So time, money, this year it all counts. Ford Falcon Ecoboost 'Cane Toad Road' A web film featuring two cane toads sitting on a road at night as a car approaches... Adventures 'Fish Pants' In early 2013, JWT created a new positioning for Geckos Adventures, designed to transform the daggy tour operator into a brand young travellers would actually seek out. This poster appeared unexpectedly one morning in the windows of travel agencies around the country, launching Gecko's 'Run Wild' philosophy in an unapologetically provocative way. Seek Volunteer 'Volunteer to promote volunteering' Seek volunteer built a website to help all not-for-profit organisations find volunteers. But for the past ten years it has failed to get noticed. Leo Burnett Melbourne created a single statement that would rely on the industry and individuals to promote it, in spaces they chose to volunteer. Coca-Cola 'Small World Machines' On May 20, Coke and Leo Burnett unveiled a new initiative aimed at breaking down barriers and creating a simple moment of happiness between two nations at odds - India and Pakistan. The initiative, 'Small World Machines', provides a live communications portal through a Coca- Cola vending machine for Indians and Pakistanis to interact with and engage across country borders. The 'Small World Machines' experience was created to provoke happiness in the world through human connections. Census 'Run That Town' Run That Town is a strategy game with a twist. Use real Census data to discover who's who in your area, and make decisions that will sway popular opinion in your favour. Choose from hundreds of projects for your town - from the practical to the preposterous. What kind of leader will you be? Will you be treated to a ticker tape parade, or chased out of town by an angry mob? Bundaberg 'Road to Recovery' The Bundaberg Distilling Company launched an integrated campaign called 'Road to Recovery' designed to help the local Bundaberg community get back on its feet after the flood crisis. Google 'Build with Chrome' To demonstrate what's possible within the Chrome browser, M&C Saatchi/Mark + Google and Swedish digital agency North Kingdom combined Google Maps and LEGO. With 8 trillion bricks, it's like the largest LEGO set you've ever seen. Amnesty International 'Name Tunnels' This is an interactive digital petition from Amnesty International which shows people the power of their signature. Using the keyboard or digital pen, the individual letters in the signature are together transformed into an underground tunnel through which a child soldier crawls to escape. NZ Fire Service 'Could you live with yourself?' This ad designed by M&C Saatchi New Zealand shows that you can leave it too late to install smoke alarms, then asks the viewer if they could live with themselves in the same situation. Metro Trains 'Dumb Ways To Die' Dumb Ways to Die is a web film designed to encourage people to be safe around trains. Created by McCann Melbourne, the video went viral, with over 8 million views on YouTube in only four days. Everyone expects this one to pick up more than a few Grand Prix for Australia at Cannes this year. Fahcsia 'The Impossible Orchestra' The Impossible Orchestra told the story of what it's like to care nonstop for a disabled or ageing family member, through a 24 hour nonstop orchestral concert. The concert attracted over 6,500 people and was also viewed live online in 40 countries. V/Line 'Guilt Trips' The campaign allowed Victorian regional residents to leverage the power of guilt to encourage family and friends in the city to visit more often. By visiting the campaign website, users could send a Guilt Trip message, or even purchase a Guilt Trip TEDxSydney 'Mimeisthai' - Clemenger BBDO, Sydney Prime TV 'Diary of a Call Girl' stunt (DraftFCB, Auckland) Seek Volunteer 'Volunteer to promote Volunteering' - Leo Burnett, Melbourne Amnesty 'Twignature' - BMF Melbourne Footpath Library 'Mailbooks for Good' - BMF
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013