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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
Some of the JWT Sydney team celebrating the two Lions won for the Olympus campaign at Cannes this year with their client - from left to right - John Lam and Jason Ross (co-creators and JWT creative group heads), Peter Bosilkovski (JWT group account director), Lisa Forrest (Olympus marketing manager), Fiona Tenaglia (JWT account director) and Eleanor Thodey (JWT account executive) Olympus and JWT closeup with their Cannes Lions JWT Sydney was the most awarded Australian advertising agency at Cannes this year, winning six Lions for its work on Olympus, Thrifty, Lux Soap and Purell Hand Sanitizer. The agency won a Gold Press Lion and a Silver Outdoor Lion for the Olympus Binoculars campaign, an achievement celebrated later in Sydney with their thrilled client. JWT client, Olympus, is naturally chuffed wi th t he succes s of it s Binocu lars campai gn: “We were thr illed wi th t he wins that we achieve d in Cannes wi th JWT,” said Lisa Fo rrest, marketing man- ager of Olympus Imaging Australia. “This continues a successful run for Olymp us as a bra nd to dev elop brea k thr oug h creati ve ove r the years at Cannes.” The Olympus Binoculars cam- paign featured a number of people viewing a series of Australian ani- mals on the end of their binoculars – viewing the animals through the Olympus b inoculars made them appear s o close as to be right in front of the viewer. Co-creator s and JWT creati ve group heads, Jason Ross and John Lam expl ained that they wer e focu ssed on cr eat ing a s impl e, graphic image that highlighted the benefit of the use of binoculars. Says Ross: “Everyone involved went beyond the call of duty to make the images stunning and take our idea to the next level.” “The aim of the Binoculars cam- pai gn was to rej uven at e some excitement and interest in a t radi- tionally small category by tightly targeting potential binoculars users. The campaign was launched in April and is targeted to sports, con- cer t and music press and transit media, as well as traditionally tar- geted travel titles,” says Forrest. JU L Y /AUGUST 2 008 Cannes celebration: Former JWT executive creative directors Jay Benjamin and Andy DiLallo flank their former boss, JWT Sydney managing director Noel Magnus at the CB Legendary Lunch at La Colombe d’Or in June “As the us e of bi nocular s has largely b een marginalized to out- door activities such as camping and wildlife watching, the campaign was designed to broaden the appeal and application of binoculars to a highly targeted, y et wid er au dience than the t raditionally i dentified binocu- lars users,” added Forrest. Adds P eter B osilk ovsk i, JW T Sydney’s group account director for Olymp us: “ Olympus h as alw ays embr aced g ood ideas, and I ’m thrilled with ou r s tellar success a t Cannes.” Says Andy DiLallo and Jay Benjamin, the former joint ECD’s at JWT Sydney, now at Leo Burnett Sy dney: “Olympus is a n amazing client that has built a tradi- tion of winning at Cannes year after year. They are co nstantly p ushing the a gency to deliver work that i s relevan t and c ut s t hroug h. Th e binoculars campaign achieved both very well and s tood out l ike dog’s balls i n very clut tered s tor e an d magazine env ironments. W e a re very lucky to have had the privilege of working w ith Olympus ac ross two different agencies and to finish on such a high note.” CAM PAIGN B R I E F 31
May June 2008