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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
10 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 VIEWPOINT It’s always nice to be asked to review work because it teaches you to analyse why commu- nication is good or bad and it’s also a good barometer of the current market standard. Beyond that, and more importantly, it makes me look inward at my own brand of ideas and forces me to rethink what we’re doing as an agency to improve. ‘Come with us’ captures that genuine sense of adventure and escapism we all love and crave from movies. Sky TV has a rich history of creativity, this one might not be its most mem- orable, but it’s beautifully shot with exquisite filmic production values that elevate the ten- sion and anticipation in the narrative. I enjoyed the journey and I’m sure others will too. NZTA ‘Blazed’ is a great piece of film, loved it the first time and still do. Using children as the driving force can be risky, but the adult subject matter and brilliant casting work a treat. To think that any parent would risk their child’s life by driving ‘munted’ freaks me out. The underlying message and unforeseen rami- fications give this spot an extra compelling layer. I’d imagine this spot has already become part of popular culture in NZ. By the way, ‘munted’ is our blazed. Hyundai ‘The road less travelled’ is probably the hardest idea to review positively. Only because the creative guys were hamstrung from the start, as we know car brands place vital importance and pressure on showing metal. It’s a solid narrative that builds to a fairly predictable outcome. It’s one of the hardest advertising categories to crack cre- atively, but that’s the challenge and we all per- severe to hopefully produce something as good as ‘Cog’ or ‘Grrr’ one day. Commonwealth Bank ‘Three little letters’ defi- nitely has a warm and inspiring soul and no matter how cynical one might be it’s hard to disagree with the notion that you’re never too old. My cynicism gets in the way of this one though as I find it difficult to be truly inspired by a bank. Perhaps that’s because we’ve been taught from childhood never to trust one? I can’t put my finger on it, but one thing for sure with Three little letters is that it highlights how integral music has become for the com- munications industry with so many award- winning ideas embracing its potential and reaping the rewards. Macquarie Bank ‘A word is born’. Hi -jacking human behaviour is a smart move and there’s no doubt I’m developing smart phone behav- ioural issues. Is this film a genuine attempt to seed a new word into the vernacular or the beginnings of a well-polished award submis- sion? I’m not convinced there’s a strong link back to the product. A quick Google search brings up a few answers and congrats to Alex for creating the word. Let’s hope ‘Phubbing’ becomes part of popular culture and that peo- ple actually put their smart phones down to reconnect again. Nibble ‘Unexpected happens’ is a classic Steve Ayson casting job that really makes these ‘crazy moments’ work. We all know comedy is incredibly hard to pull off and these have just the right level of kookiness to cut through. There’s some great moments pep- pered throughout and the other two spots make for a strong campaign. With good writ- ing and genuine stand out appeal these will give a unique product offering like Nibble a fighting chance. Volkswagen ‘The Beetle, on sale’. The ancient art of print still works! It’s a great use of the iconic Beetle shape and equally good use of the iconic starburst. CREATIVEREVIEW Williams 1 Volkswagen... ‘great use of the iconic Beetle shape... and iconic starburst’ 2 Nimble... ‘these have just the right level of kookiness to cut through’ 3 Commonwealth Bank... ‘it highlights how integral music has become’ Jason Williams is executive creative director at Leo Burnett, Melbourne CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:25 PM Page 10
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