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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
UP FRO NT CR EA TIVI TY Denniston Duster Guy Denniston, Publicis Mojo, A uckland. Books. Waste of time. If I’ve got a spare...oh I don’t know, 4 days I’m not going to fritter it away with my nose stuck in some weighty tome on the slim chance that the one I’ve picked i s wo rth de voting all t hose hour s t o. I could learn to pla y an i nstrument in t hat time. I f I want passive entertainment, I’ll go to a movie. Which is where, while reading the credits, I saw an ad from the Book Council sug gestin g I shoul d re ad mo re books. Clever idea. But I think I’ll still wait for the film versions. Duster, Clemenger BBDO, Wellington. There are two new ads for Telco’s this month. One of them is great. The new Vodafone spot wi th the guy folding up h is l ife and putting i t in his pocket. What a lovely moment of truth, shot and finished beautifully. Toby Talbot, DDB Auckland. I drew a bit of a blank this month so I a sked a con sumer. “E asy. That new Vodafone ad wi th the cute guy and the nice music and he f olds his whole life up into his pocket. Why can’t you do cool ads like that, dad?” Wish I ha dn’t bloody asked now.. Jeremy T aine , Og ilv y, A uc kla nd. Lo ve the n ew Throaties Metrolites. Gre at thought , lovely craf t. Shame Roy Li chtenstein didn’t l ive long enough to see them... NZ Anton Hart, Y oung & R ubicam, Auckland. Vodafone ‘Fold’ ad. I liked it until he folds up his girlfriend – then I j ust wanted t o know how I co uld do that. Apart fr om tha t, I f ound it a simpl e, good-looking idea that was reasonably unexpected. Track rocked too and the Sunday mag insert ma tched it well. Gold star sticker for the Vod guys. Dave Mygind, Saatchi & Saatchi, Auckland. DDB’s done good with the Rubik’s Cube 25th Anniversary print campaign. A s imple idea, m int photography, grea t retouching, and a bulging hairy puku are all you need to make a visually pleasing ad. A part from anything else, getting s lightly less than in shape people in to itsy bitsy clothes is hilarious every time. Nice one. Angus Hennah, JWT Auckland. It’s rather lean pickings at the moment (ma ybe because t here’s another 11 months to go till Cannes). Howe ver, t his Rub ik’s Cube ad c aught my ey e. It ’s not just the lov ely touches like The Dukes of H azzard po ster and the Grand Prix quilt – it ’s that after 25 years I still can’t complete it either. Josh Lancaster, Colenso BBDO, Auckland. I love the out- door and press ads for Throaties. They’re Lichenstein-y pop images with ‘about to die’ people making patheti- cally small speech bubble s. Th e line is ‘find your voice’ an d I l ove tha t th is i s p roper o utdoor with proper sized-for-outdoors logos. As oppossed to out- door with ti ny-size lo gos cos it’s ac tually just print work masquerading as outdoor so it c ould pick up at Cannes this year... I wonder if perhaps Throaties will get rid of that bitter taste in my mouth? Darryl Parsons, Consortium, Au ckland. The n ew TV ads for MY-SKY are good. I know this because my elderly neighbor was telling me she just got “one of those Sky mach ines t hat k eeps all the pro grammes inside it.” Great result in my book. 82 CAMP AI GN B RIEF 1 Rubik’s Cube... ‘after 25 years I still can’t complete it either’ Talbot Taine Hart 2 Throaties... ‘Shame Lichtenstein didn’t live long enough to see them’ JU L Y /AUGU ST 2 0 08 CREATIVECIRCLE
May June 2008