by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 VIEWPOINT Telecom NZ - Ultra fast internet. This is a beautifully crafted spot, but it does seem very similar to the incredible Halo 'Believe' commercial from a few years back. Perhaps they missed it due to their previously slow connection speeds. Tap King. Hello, is it me you're look- ing for? Yes. Yes it is. Some would say Lionel is better suited to the cheese compar tment in the fridge, but I like him. I like him when he's dancing on the ceiling and I like him even more when he's handing me an ice cold draught beer from the back of the fridge. This TVC is almost as good as having tap beer at home. Air Force FM. What better way to get engineering students to engage with this brand than challenging them to build a radio faster than their fellow students - without instructions! A good old-fashioned nerd off. The simple psychology of a challenge involving initiative sits perfectly with this audience. The poster that became a billboard. This poster for Edith Cowan University invites people to 'tweet how a university should be' then an artist renders the results on a bill- board. Maybe it's me, but I wonder who would actually tweet about how a university should be and then wait for an artist to draw it? Not me, I've got a social media lecture to get to. Melbourne Writers Festival. This is a fun look at how writers generate their ideas. In this case mum uses her family as a muse for her murder mystery. It certainly makes you think about what lengths authors go to for inspiration. And if it's true, I'd hate to think what went on in the home of the lady who wrote Fifty Shades of Grey. Cadbury Dreams. While this is a well-crafted promotion with a lovely sentiment the product feels like an adjunct. I preferred the one they did in Australia where you told Cadbury something that brought you joy and they made it out of chocolate for you. That was pretty cool. Origin takes the mystery out of energy. Again, a very well crafted spot. Although I thought the 'knowl- edge is power' campaign using the Fantales wrapper was better. It directly positioned Origin as the good guys, helping you save energy and money, whilst helping you to forget about the mystery of why electricity now costs twice as much. CREATIVEREVIEW Johnson 1 Tap King... 'this TVC is almost as good as having tap beer at home' 2 Melbourne Writers Festival... 'a fun look at how writers generate their ideas' 3 Cadbury... 'the product feels like an adjunct' 4 Origin... 'it directly positioned Origin as the good guys' Chris Johnson is a creative group head at Havas Worldwide, Sydney
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013