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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 CREATIVITY Andy Fackrell, DDB Group, Auckland. Effies 'Lie Detector'. It's for an award show yes, and it's very inside, but any- way, it's funnier and better executed than most of the spots around at the moment. Nice bit of direction, could have been tacky but it's handled really well. I'm squirm- ing for the guys in the hot seat. Steve Cochran, Colenso BBDO, Auckland. Yes I'm picking TBWA's Effie call for entry campaign. Yes it is an indus- try campaign. Yes I'm in it. No I didn't get paid to be in it. Yes okay I did receive a bottle of plonk. No my mum and dad haven't seen it. Yes it could be an easy brief. No it's not easy to impress our cynical peers. No I don't exactly know who came up with it. Toby Talbot, Whybin\TBWA, Auckland. I may have spent the last year living in one of the alleged fashion capitals of the world but I never saw anything as effortlessly cool as Karen Walker's wonderful sunnies campaign. Why do I like it? Well, it has an idea in it for one thing, unlike 99.9% of the pretentious wank we usually see in this cat- egory. It's brave too, in that most of the models were probably alive when Coco Chanel was still making little black dresses. London be damned. It's New York, Paris, Auckland for me. Crispin Schuberth, Barnes Catmur, Auckland. Telecom NZ. Broadband: Waiting is Over. Perhaps the execution is familar but damn it, I still liked it. Bullet Time, Frozen Time, The Big Freeze, Dead Time, Flow Motion or Time Slice. Whatever you like to call that fancy slow-motion-while-all-in scene-holds-its breath technique, it made me stop and take notice. A nice play on the proposition and a blink at the end to remind you to do the same. Duster, Clemenger BBDO, Wellington. I'm delighted to submit my selection this month for two reasons. 1. Despite there being a flush of good new work around this was an easy choice. 2. It's for a Bank! It's as if the PSIS went into metamorphosis after a grey zippered dreary life and out of the cocoon emerged a relevant and genuine Kiwi Co- Operative Bank. With the man who had kept the horse alive at the National Bank for so long, now the Chair of the Board, this is a Bank that understands how to be a real Kiwi Bank. I love this campaign. It's backed with a tight strategy, it's well shot, it's true and it's fun. This is the only bank that can make a record profit and the cus- tomers will cheer. Nice work Co Op Bankers. Dave King, M&C Saatchi, Auckland. I really like the new Co-op Bank spot. It's so counter-intuitive, that when you first watch it you're waiting for the 'yeah right' moment. It's done with a sense of fun and has a couple of bits in it that are genuinely funny. Easily the most enjoyable bank ad since Goldstein was axed. Rupert Hancock, Ogilvy, Auckland. Effies 'Results Don't Lie. The line's been drawn let the truth be told. Beautifully executed and funny as all hell. This cam- paign is both engaging and thought provoking. Ironically I'm sure it'll feature at Cannes. Tony Clewett, DraftFCB, Auckland. Trade Me Jobs 'Opportunities galore'. It's always great when you see a TV spot and look forward to it finishing -- so you can see who it's for. This ad is one of those. Iconic NZ internet powerhouse Trade Me has gone and got all grown-up. And it's an unexpected pleasure to see. Great to stick it to all those with old-boys-club mentality too. Opportunities galore. Glorious. Maria Ward, Y&R, Auckland. Fisher&Paykel NZ campaign - shot by Jae Morrison @ Finch. This campaign is beau- tifully written, shot and art directed - a simple reminder that great TV is still one of our most powerful mediums. CREATIVECIRCLE Fackrell Cochran Talbot Schuberth Duster NZ 1 CAANZ... 'It's for an award show yes, and it's very inside, but anyway, it's 2 Karen Walker... 'effortlessly cool'
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013