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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 CREATIVITY Cam Hoelter, DDB Sydney. Hats off to the GPY&R team on the 'Anytime, anywhere' Defence Force Recruiting cam- paign. This is an idea that lives or dies on detail. Quality immersive detail. And the site is pretty impressive. I spent twenty odd minutes learning tons of stuff about the ADF (in particular that I would be a completely inept soldier). It goes way beyond being purely clickable content and gives you insight to the technology and life in the Aussie armed forces. Paul Reardon, Whybin\TBWA, Melbourne. The Aldi Laundry Powder Spot from their new 'Prices You'll Love Talking About' campaign made me laugh. The recent Aldi work just keeps getting better, both conceptually and in pro- duction quality --- further proof that brands famous for cheap prices needn't torture audiences with cheap adver- tising. Harvey Norman; I hate you. Steve Coll, Havas Worldwide, Sydney. Most of my TV time has been spent on SBS watching the Tour. And I can't remember a single ad I've seen. It could be early onset dementia. It could be a general lack of creative advertis- ing. So I have to go a little further back to McCann Sydney's excellent 'Pirate' spot for MasterCard PayPass. A very simple idea. A good soundtrack. And some awe- some casting. This advertising business is easy. Who knew. Michael Knox, Grey, Melbourne. KIA 'Pick of the day' AFL stunt - 'No uncomfortable moments'. This neatly disrup- tive, authentically produced idea scored good laughs around the ground and a couple of million quick Youtube views to boot. Nice idea on par with other Cannes-did camera moments. Scott Dettrick, The Monkeys, Sydney. The Lionel Ritchie 'Hello' Tap King spot. I had it described to me before seeing it and thought it might be a little cheesy, but I was pleasantly surprised. It's funny, it's Lionel and it shows the benefit of having cold beer on tap in your own fridge in a memorable way. I haven't been drinking a lot of beer at home lately but I have a definite urge to start. Patrick Baron, McCann, Melbourne. The GPY&R Defence Force Recruiting 'Anytime. Anywhere' interactive video is just so clickable. Everything in the film is clickable. The devil's in the detail and the detail's been skilfully and artfully woven together. Great use of appropriate technol- ogy. A fluid, seamless and smooth user experience. Slick film techniques and post design bring the anytime any- where story to life superficially, but it's the life this video breathes into every other detail that's just so damn impressive. Congrats to those involved. Dav Tabeshfar, JWT, Perth. ECU 'How uni should be' interactive outdoor. While most uni marketing feels like it's been signed off by a committee of middle-aged acade- mics, this actually talks to school leavers. You tweet 'how uni should be' and seconds later an illustrator incorpo- rates your idea into a billboard. It's outdoor, it's social, it's experiential and it's how uni marketing should be. Andrew Thompson, GPY&R, Brisbane. The Kia Cerato stunt at the AFL made me laugh. It's a solid thought -- 'there's never an uncomfortable moment in a Kia Cerato' -- and this execution stood out. Getting a client to agree to 'man picking nose' as a way to demonstrate 'comfortable inte- rior features' can't have been all that easy, so well played. Karl Fleet, Clemenger BBDO, Adelaide. West End Beer 'The claim back'. A long time ago, South Australia lost some land to Victoria, 500 square miles. In 1847 someone stuffed up the border marking and this benefited the Victorians. Now's the time to do something about it!!! A great little fact turned into a fun campaign. Hoelter Reardon Coll Knox Dettrick 3 Aldi... 'made me laugh' 4 West end... 'a great little fact turned into a fun campaign' CREATIVECIRCLE 1 ECU... 'It's outdoor, it's social, it's experiential' 2 MasterCard... 'some awesome casting'
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013