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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
UP FRO NT CR EA TIVI TY Burton Keogh Matty Burton, Droga5, Sydney. I saw this viral spot for Dr ambuie t he other day. No t sure when it was made or when i t went out but I thou ght it was a little piece of genius. It made me la ugh, even though it was probably for all the wrong rea- sons. www.drambuieresearch.com Ant K eogh, Cl emenger B BDO, Melb ourne. I don ’t know how ‘creative’ it is, but for sheer aussie-ness I vote the large Vic Roads billboard at the start of the Geelong freeway saying ‘DOB IN A HOON’. We ha d an American dir ector over at the time and had to translate it for him. Mark Harricks, DDB Sydney. My vote goes directly to Clem enger BBDO Melbo urne fo r t he ir Drinkwise c ampaign. I’ve worked on ALA C in New Zealand for years and I know how hard this brief is. Well done fellas, you cracked it! Nice job. Grant Ru therford, DD B Melbourne. For th e li ttle television I get to watch, for my mind it has to be Thrifty ‘Birthday Girl’. I saw it . I loved i t. The world loves it. Beautifully simple direction, won- derful talent and proof yet again that you don’t need a squillion dollars to make a great TV ad . You just need a simple idea. Julian Watt, 303, Sydney. One of the toughest tasks is f inding a great piece of advertising outside of the ad vertising shows. I did notice the Hi-Lux campaign, where the two guys are communicat- ing in silence, just nodding to each other. Good insight about how blokes communicate, and kept super s imple wi th the gag. Nice to see a pickup ad without the gr atuitous ‘g oing thr ough mud’ shot. I send a nod of approval. Neil Mallet, Ma rmalade , Me lbourne . There h ave been a number of nice looking TV ads doing the rounds, but I have to admi t I am a suck er for an ad that has a small budget and a big impact. For that reason, I give my points to the diligent little Cancer Council pre ss ad from The Ca mpaign Palace. Absolute s implicity, clarity and a great use of the m edia. It punch es w ell abo ve i ts weight. Neil W eeks, T he B rand Ag ency, Pe rth. I Love t he Dominos ‘Many Toppins’ ad . The idea i s per - fect ly lo gical and totally random at the s ame time. De spite having see n it a hundred times I laugh every t ime. Nice script, great cas ting, and well made. All good all r ound. I have no i dea who di d i t, bu t: Go Team! It ’s Sup erCala - FreakinAwardWinning. Steve Min on, Ju nior, Bris ban e. The F our’ N Twenty Ma gic Salad Pla te spot stood out. Not just because it was humorous, but because here’s a brand th at consistently celeb rate s whe re it stands. Squarely in unapologetic man land. It’s a pie, not a dietary debate. I love the line ‘a salad made of plate’. Jim Robinson, Jam Shop, Adelaide. I’m in bed with virus that has taken my voi ce away. I can’t com - municate with anyone, except by whispers and hand signals. I see Kar l Williams in a Fisher- man’s Friend spot. It hit me somewhere between by l arynx a nd the fl eshy part s of my di seased mouth. It made me laugh. I’m easy prey, I know. But you’ve got me Fisherman’s Friend for life. 84 CAMP AI GN B RIEF 1 Thrifty... ‘you don’t need a squillion dollars to make a great TV ad’ Harricks Rutherford Watt 2 Drambuie... ‘a little piece of genius’ 3 Drinkwise... ‘I know how hard this brief is’ 4 Four ‘n Twenty Pies... ‘consistently celebrates where it stands’ JU L Y /AUGU ST 2 0 08 CREATIVECIRCLE
May June 2008