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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
UP FRONT 92 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 CREATIVITY Toby Talbot, Whybin\TBWA, Auckland. My pick is DDB’s swan song for the Volkswagen business. A beautiful print ad for the Beetle sale. It’s elegant. It’s effortlessly simple. It’s on brand. You can’t ask for more than that. But clearly the client felt otherwise. Clients, aye. Andy Fackrell, DDB New Zealand. Tui. The tapped up house from Saatchi, Auckland. Stuntvertising is all the rage. New Zealand is world class in the genre, and this is one of the best of the year. The TV spot is a retrofit but if it gets you online, it’s worth it. Great comedy and energy. Levi Slavin, Colenso BBDO, Auckland. My sincerest apologies to anyone I’ve ever pranked. It was my understanding they involved stealing stuff, smashing stuff, or setting fire to hair. You know; the three ‘ S’s. A successful prank was never as well choreo- graphed, executed, or as genuinely useful as Tui Plumb. Congratulations to all involved. If I were you, I’d run a nice bath and unwind. Paul Catmur, Barnes Catmur, Auckland. Insurance is a tricky category, and while the recent NZI ‘Devil’s Chair’ ad breaks no new ground in strategy, the exe- cution is fantastic. I just feel sorry for the poor bug- gers who would have slaved for months in a dark room sustained by nothing but pizza, Tim Tams and Coke Zero. Don’t worry, it was for a good cause, now go and get some sunshine. Duster, Clemenger BBDO, Wellington. No doubt about it this month. Draft’s new TVC for NZI, ‘Bad’s not going anywhere’. Really interesting way to promote insurance and I love the craft on this. World class ani- mation from Assembly. Dave King, M&C Saatchi, Auckland. Normally this is quite tough because you struggle to remember any- thing great. This time it’s tough choosing between three spots I really, really like. Robin’s Drug Driving dairy owners and DDB’s canvas are both spots I really enjoyed but I can’t go past Blazed. Just so beautifully done and tragically funny. Very jealous. Scott Henderson, Y&R, Auckland. Steinlager ‘Be the artist’ campaign. How do you get someone to do less of something they are pretty fond of doing when no-one will believe you if you make it feel bad, no- one will take any notice if you make it feel okay, and your client makes the product that they do it with? You probably do something like this. Great tone of voice, a bit of honesty and a nice dash of naked self- interest combine to make a serious point fun. Kelly Lovelock, DraftFCB, Auckland. Steinlager Beer ‘Be the Artist’ campaign. I love the humor and simplici- ty of this work. It’s a campaign that’s had to walk a tricky line between engaging people without trivializ- ing alcohol abuse. Well done, nice line and art direc- tion too. Karl Fleet, freelance, Auckland. Tui Beer tap. After this idea broke on social media, at least once a day I see it pop up on my Facebook feed as something a friend has liked or commented on. It’s such a simple idea that appeals to beer drinkers everywhere. Awesome work! CREATIVECIRCLE Talbot Fackrell Slavin Catmur Duster NZ 3 VW... ‘It’s elegant. It’s effortlessly simple. It’s on brand.’ 2 NZI.. ‘the execution is fantastic’ 1 NZTA.. ‘Just so beautifully done and tragically funny’ CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:28 PM Page 92
CBNAT SEPTEMBER 2013
CBNAT FEBRUARY 2014