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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
CAMPAIGNBRIEF MAY/JUNE 2013 CREATIVITY Andy DiLallo, Leo Burnett, Sydney. Great work always has an element of surprise. Perhaps the most surprising thing about what is sure to be Australia's most famous campaign this year 'Dumb ways to die' is it came form an agency most of the industry didn't know existed. It's like Best Job all over again. Well done to all involved. I'm very jealous indeed. Darren Spiller, DDB, Melbourne. Art Series Hotels. Overstay checkout. This type of problem solving is where our indus- try is heading. It's the type of fresh thinking that opens doors for creative departments to create work where none had previously existed. Simply by identifying a niche in the market that is unique to that industry. It is a great example of putting the heart of the problem at the centre of the idea. It does not rely on executional tricks, emotional blackmail, or wow technology to make the point. Refreshing in its own right. Just great insight and good business sense. The response is a nod of the head and a realization that finally there's a hotel that gets it. Well done guys I hope it is a per- manent platform for Art Series and I can't wait to see where you take it next. Daryl Corps, Droga5, Sydney. U Bank HomeLoan -- Volcano TVC. In the best traditions of a Gerry Graf Skittles ad, this spot sits right up there. Brilliantly written, perfectly cast. Even the wardrobe and special effects are perfect. It's also bloody funny. But it's not for Skittles its for U bank, yes a bank, a BANK! No mean feat to get the product info of a financial services company so elegantly into 30 seconds of pure entertainment. It made me laugh out loud so hard, I almost pissed myself, it's the best ad I've seen on TV since Super Dry. Did I mention I think this is great. Did I men- tion I think this ad is great. Tom Martin, Clemenger BBDO, Melbourne. TheMostPowerful Arm.com. This is the story of a robot arm that signs a peti- tion in the handwriting of a boy named Jacob that suffers from Duchenne Muscular Dystrophy meaning he can no longer lift his arms to write. Sounds like a Sci-Fi film but it's a simple digital campaign that feels very human. Paul Bruce, The Monkeys, Sydney. Aldi Mobile, particularly a spot called Granny. A clever set of ads for a supermarket offer. Scenarios that are confidently underplayed and credit the viewer with intelligence. Neat. Simple. Smile. Steve Dodds, Whybin\TBWA, Sydney. I know it is a bit old, but then again so am I. My choice is 'Dumb Ways To Die'. I have a soft spot for creative self-destruction. And this makes it seem so much fun. It is brilliantly lateral, integrat- ed without forcing the point, and best of all a real campaign for a real client that had real impact. Garry Horner, The Brand Agency, Perth. My pick is the inte- grated campaign for Duchenne Muscular Dystrophy, 'The most powerful arm ever invented'. I came across it whilst working on a project for our Multiple Sclerosis client and was immediately envious of it. It's simple and engaging and yet whilst it only asked me to do something as simple as sign a petition, I felt I was the one being rewarded by that experience, in terms of my new understanding of such a worthy cause and what I could do to help. A case of strong arm tactics, that for once, actually work. James Burchill, Clemenger BBDO, Brisbane. They say that with a brilliant and engaging commercial, there's no need to hammer away relentlessly with a massive media schedule. So I can only assume the good people responsible for Sunshine Bubble are just doing us all a favour with their generous TV/Pay TV buy. I've seen it many times, and amidst all the lesser spots the brilliant performances just seem to get better to me. This is the type of work our audi- ences thank us for. Jim Robinson, Jamshop, Adelaide. How does a retailer refresh its image? The US gets a gag 'Ship my pants' but here in Australia we get a gaggle of products dancing to a great new theme. In a world where advertising seems to be hid- ing, there are few things that grab my attention. One that did is the energetic retail spot done for Kmart. Tough brief. DiLallo Spiller Corps Martin Bruce 2 Aldi Mobile... 'Neat. Simple. Smile.' 3 Art Series Hotels... 'great insight and good business sense' CREATIVECIRCLE 1 UBank... 'Brilliantly written, perfectly cast' 2 Devondale... 'This is the type of work our audiences thank us for'
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013