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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
CAMPAIGNBRIEF MAY/JUNE 2013 CREATIVITY Andy Fackrell, DDB Group, Auckland. The DJ stunt done for Prime's "Secret Diary of a Call Girl" was an indica- tion that radio doesn't have to be in the confines of bought space and monotonous reads. And perhaps doesn't make you dread judging the Radio category. Nick Worthington, Colenso BBDO, Auckland. My pick would have to be the new Good Books animated epic from String Theory. Loved the first one 'Metamorphosis' and it now appears that there will be a series, I caught one of my junior creatives watching the new 'Havana Heat' animation. It just shows what level of craft can be achieved from a tiny office in Auckland if the starting point is a great idea and a bril- liant script. I am now waiting for the next one as, I am guessing, are a whole heap of new Good Books devo- tees. Lisa Fedyszyn, Whybin\TBWA, Auckland. I know some call- girls will do anything, but rolling radio DJs over the course of 3 days is one of their better tricks. And way more hygienic. Well done Draft FCB. Paul Catmur, Barnes Catmur, Auckland. Carl's Junior made a TVC featuring girls in bikinis. The people who find girls in bikinis offensive decided to ban it from TV. To get around the ban, Carl's Junior are running it as a radio ad with descriptions of the bits deemed too offensive for us to see. I think that's very smart use of self inflicted controversy. Erik Hay, Clemenger BBDO, Wellington. Sure, it ruffled feathers, but the latest addition to the always-fresh Powershop campaign---four stories tall on Whitmore Street---is a joy to behold. Slickly crafted and demand- ing attention, this is the only bit of Gangnam styled advertising that doesn't leave me with an embarrassed, awkward feeling in my stomach. John and Ken, you get my vote. Dave King, M&C Saatchi, Auckland. The Dulux 'Protect- ing our Place' is my pick. Whether the agency was told to Kiwiify the Aussie idea of the surf clubs or did it concurrently, picking DOC huts and protecting them for future generations speaks volumes of the product and will make countless New Zealanders like Dulux. Angus Hennah, Ogilvy, Auckland. I haven't seen much on the box in the last month but this radio campaign for the Wellington Ukulele Orchestra tickled my fancy. Small businesses in small towns won jingles performed by the orchestra. The jingles also promoted the orchestra's tour of aforementioned small towns. It's a clever fun way to engage a local community. A social idea on radio -- a little weird watching a video entry for a radio campaign but I guess it was just a matter of time. Tony Clewett, DraftFCB, Auckland. Was most impressed when I saw this 'Secret Fishing Spots' app at a recent awards show. Great target insight -- fisherman won't reveal their secret sweet spots, hence when they go down, nobody knows where. It's the perfect merger of product, technology and a social cause, all slickly exe- cuted. The metal will follow I'm sure. Specially with its cracking award video. Maria Ward, Y&R, Auckland. Carl's Jnr: Banned from TV, reformatted for radio. This is a smart way to talk to young hungry guys - a radio ad describing a banned, semi-pornographic TV ad. Surely the ad is always going to be better in their head. Right? I don't CREATIVECIRCLE Fackrell Worthington Fedyszyn Catmur Hay NZ 1 Hutchwilco... 'perfect merger of product, technology and social cause' 2 Powershop... 'a joy to behold'
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013