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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
STA TE OF THE IN DUSTRY BETTERRED THANDEAD? January proves to be a torturous month compiling the annual Campaign Brief Creativity/Billings Index. Mountains of flashy folios are sent in by nervous agencies, hoping CB puts them in their ‘rightful place’ (“please can we be a bit more in the Red Zone?”). Of course, many shops do get red - with rage - when we don’t agree. Here’s our A-Z of the best creatively performing agencies in Australia and New Zealand over the last year BMF Sydney impressed with Lamb ‘Australia Day Party’, the Toohey’s Extra Dry ‘HarvesTED’ campaign, and idea (if not the execut ion) o f the XXXX Gold ‘B each C ricket ’ conc ept . T hen t her e was Ski Yoghurt, MLA ‘Falling in Lamb ’ and Newspaper Works print. Badjar Ogilvy, Melbourne had some nice work for Mini, Aust ralia Post and M otor ol a ‘G arden of Reinvention’. CHE, Melbourne had Nando’s ‘Pole Dancer Mum’ and ni ce Nan do’s pri nt pl us M azda ‘Egypt ian Antiquities’ print. Clemenger B BDO, Melb ourne had a very good year, the highlights being NAB ‘Climb Ev ery Mount ain’ , Pure Blonde ‘Brewto pia’, Fling ‘Forever Overrated’ in TV, Snickers ‘Hoed own’, Car lton Dr aught ‘Adv ert ising Compu ter’ an d Carlton ‘Don ’t be af rai d o f the Dar k’ in rad io, and in Pr int, Starburst ‘Full on Fr uit F lavour’ and Jeep ‘Sat Nav’. Clemenger BBDO, Sy dney had th e RTA ‘’No one will think big of you’ spot plus the ‘extra sma ll condom’ vir al, Thred bo ‘Ten nis Ball Machine’, plus nice print for ASIO, V, and Regaine. Clemenger BBD O, Br isbane had the ‘Andy Warhol Exhibi tion’ cam - pa ign for t he Q ueen sland Ar t Gallery. Cummins Nitro, Melbourne had MS ‘Worst Enemy’ and realeastate.com ‘Fate’ spots, backed by ambient like MS ‘Coin Operated Scientist’ an d Virgin Atlantic ‘Get used to feeling posh’ an d viral for Au ssie Bo dies ‘You build it, they will come’. Plus nice pr int for MS ‘U se by ’ a nd Carsguide ‘Choice is everything’. Cummi ns Ni tro , Bri sba ne had Vi rgin Blue ‘Tod d’s Life’ and Tr opi cal Nort h Qu eenslan d 30 CAM PA I GN B RIE F ‘Change your latitude’ and print for Virgin Blue ‘Tasmania’ and Mardi Gras’, and ‘Kiss it Betadine’. DDB Melb ourne had the exce llent Heinz ‘Chr is tine’, MyCar eer ‘Payslip’, Seeing Eye Do gs ‘Black Poste r’ a nd Melbourne Theatre Company ‘Drill’ stunt. Draft F CB, Melbourne had Ho nda CRV, Kr aft Eas y M ac, Hon da Asimo viral , Honda ‘st eamy win - dows ’ and Angus & Rober tson ‘Harry Potter - the e nd i s ni gh’ ambient. Euro R SCG, Sydney had Son y Handicam ‘censored’, Optus hot air balloon cr ash stunt, 3 Mob ile interac tive , I nteg rat ed En er gy ‘Calculator’ online, Nurofen ‘bu r- gler’ and Harpic Wh ite ‘ n’ Shi ne ‘Hot Barbie’. Funnel, Sydney had some nice print for Panasonic Lumix a nd Tough- book, Taylors, Eighty Acres and Air France. The Furnace, Sydney had some nice work for Skins, RaboPlus, Peugeot, TAC and Solo ‘Mancans’. The Furnace, Melbourne had Levi’s ‘Fit’s in a ll the right p laces’ and ‘501s’. George Pat terson Y&R, Melbo urne had VB ‘Dream for a day’ and ‘Symphon y’, AFL ‘Sept opia’, Yellow Pages ‘Vet’ an d ‘Cr ackers the Clown’, Austereo print. George P atterson Y &R, B risba ne had Energex, Jack Off Ut es a nd RSPCA. The G lue So ciety, S ydney had a great selection, including f or t he ABC, the Chaser ’s W ar on Eve rything ‘Wor ld’s Cheapest Billboards’, ABC ‘Summer Heights High’, V irgin B road ban d, Elle Intimates ‘Bubble Gir l’, etc. vir als and instore ‘darkroom’ display, and ‘God’s Eye V iew’ art pi eces for Miami Art Fair. Host, S ydney had Virgin Broad - band ‘Free Internet’, Sun Herald ‘Wake Up’, Air NZ ‘Home Sweet As’, Ikea ‘Howard - Sit on it’ topi- cal print, McGuigan Wines ‘City Vineyar d’ and BT ‘Wrap Anniversary’. Ideaworks, S ydney had Bendon ‘Sleepy’ viral and Animal Liberation print. Junior, Bris bane had SBS World News and Jupiter’s Theatre ‘Elvis’, ‘Ray’ etc. JWT Sydney came right out of the blue with the ‘Thrifty Thinking’ campaign including ambient stunts and Thrifty ‘Cheap Dad’ commer- cial, O lympu s ‘ Fl y’, Kel log g’s ‘Changing kitchen’, plus print for Li sterine ‘Tooth Fa iry’, Purell ‘Hand Glove’, Olympus, RSPCA, Lipton ‘Da ily Focus’ and Vespa ‘Blur’, and Sch ick Quat tro ‘Ice Resurfacer’. JWT Melbourne had the Ford XR8 Ute ‘Utopia’ spot and ‘Police tar- get ing met ros exual s’ ambi ent, Veg emi te ‘Last Quar ter ’ and wearewhatwedo.org. Leo B urnett, Sydney had the bril- liant Earth Hour campaign, Canon HV20 ‘The Long Weekend’ inte- grated, Bundy Rum ‘Wish we were Austra lian’, J ohnni e Walke r ‘Sti ll Walking ’, WWF ‘Fish of Sydney Harbour’, McDonald’s ‘Name It Burger’ and Squee k ‘Phosphate Free’. Leo Burnett, Melboune had Connex ‘Commuter Etiquette’ and ‘Pocket Timet abl e’, Seek ‘Uncurious Creatures’ and ‘Magnifying Glass’, Suzuki ‘Implants’ and ‘Invade their Ai rspace’, P itos ‘Swi nger s’, 7 Eleven Slurpee, Anglicare ‘Empty Wallet’ and Scope ‘See the person, not the disability’. Loud, Sydney had WKD ‘Have you got a WKD side?’ print and ING J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008