by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
NE WSM AKER S inclu de T rac fone, Rhapsod y, St ein lage r, Di ageo, Max Jet, Microsoft, Balance, UNICEF, Net10, New Mu seum, Ecko, Mi llion an d Esquire. Soon after its May 2006 l aunch, Droga 5 New Y ork made a bold ent rée on t o the world stage a t Cannes 2006 winning the Titanium Grand Prix for Ecko’s ‘Still Free’, a viral film of graffiti artists tag ging ‘Air Force One ’, which became an internet sensation and attracted the at tent ion of the Pentag on. Last year, it won Titanium for UNICEF’s Tap Project , a f undraiser b ased aroun d se lling tap water in Ne w York restaurants for a dollar a glass. It is now UNICEF’s biggest fundrais- er and w ill be rolled out in 3 0 US cities this year and globally in 2009. American media entrepreneur Ted Turne r has donated mo ney and American Express has signed on as national, and then global, sponsor . In Business Week, Tap Project has been named as the biggest source of revenue f or Unicef outside of gov- ernment donations with the p oten- tial to raise $150million a day once it is rolled out globally. So, is t here a project of a s imilar magni tude read y to spr ingboar d Droga5 Australia to global fame? Says Nobby: “At D roga5, we try to avoid as mu ch bullshit a nd flag- waving as possible, but one philoso- phy we do h ave when we t alk to cl ients is th is i dea of p osi ti ve momentum. It’s this sense of creat- ing work that’s not disposable, that doesn’t have an on- off switch and doesn’t get confi ned by t he media plan or marketing budget. It is work that has got the kind of traction and connection wi th people that creates its own momentum and, frank ly, that kind of wor k requ ire s a lot more thought and time to physically develop. From that point of view, it’s a bit ambitious – even for us - to talk in Janu ary ab out having a Grand Prix-winning idea ready to be sent off to Cannes at the end of May. The goal that dri ves m e, Marianne and Sudeep is much more about what happens this y ear than what happens at Cannes i n June.” Nobby quickl y qualifies tha t he hasn’t suddenly cha nged hi s mind about awards, and still sees a wards judged by the best creative people in the world as a practical litmus test of whether you a re running hot or cold. Just not the end-game. H 20 E SAYS THAT WORKING UNDER THE DROGA NAME, a fter c onsider- ing his own shop here, was ne ver an i ssue for him, although he jokes that Droga lo ved the idea of calling the new venture “Nobby6”, exce pt for jus t the name and the number! “Names aside, I’m a fai rly signifi- cant par tner in t his busin ess and tha t’s t he important thi ng. Th e reality is, until I spent a l ong t ime talking to David, I would n’t h ave considered the idea of sta rting an independent s hop under s omeone else ’s nam e. But as m ost pe ople CAM PA I GN B RIE F Nobay: “Names aside, I’m a fairly significant partner in this business and that’s the important thing. The reality is, until I spent a long time talking to David, I wouldn’t have considered the idea of starting an independent shop under someone else’s name. But as most people have discovered, David is pretty unique.” have discovered, Da vid i s pr etty unique.” Nobby a ppreciates t he f luidity between the Sydney and New York office, for example, Ben Nott, one of the founding partners in Droga5 and an Australian, ha s been work- ing out of the Sydney office for the summer. Nobby says because it’s a network run by creative people, he doesn’t have to check with twenty bean counters whether it is OK for st af f i n the New Yo rk of fic e t o come over and work with them for six weeks. “As much as the st ructure is impor tant, an yon e who really understands the creative business unde rsta nds that it is essentially cha oti c and it works bes t wh en there is the freedom to be sponta- neous. As a network, although we are relatively very small, there is a huge amount of f lexibility within our three offices to cross-pollinate,” he says. His partner Sudeep Gohil, who owns 400 pairs of sneakers, most of them Nike’s, was the strategic dri- ving for ce behi nd much of the W+K P or tlan d hot shop’s bes t recent work for Coke, Nike and P&G, before Nobby lured him first to Saatchi & Saatchi Sydney and then to join him at Droga5. With Droga5 NY al ready working on pro ject s for Nike and tal king to Cok e, d oes t hi s mean t hey ar e angling to snatch the account from under Publicis Mojo’s well-cush- ioned feet? Nobby says it’s prema- ture to be guessing how a global ? J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008