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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
NE WSM AKER The Slim Jim campaign known as ‘Snapalope’ (done at CP+B): along with becoming a cultural phenomenon, the work won a Silver Lion, a Silver Clio and8 merits at The One Show and a Gold at the New York Festivals drink ’s fl avours l emon and li me) direct ly int o the b rains of 2 1st Century teens. Each TV spot began wit h the voi ce over that says, ‘Welcome to SubLYMONal adver- ti sing. F or be st results, d o not blink’. The ad s came DVR-ready, encouraging people to re cord them to find sp ecial code s embedded which c ould be entere d into the website www .SubLYMONal.com, to unlock exclusive content includ- ing th e abi lity to allow users t o piece together 20 spots to crea te a 10 min ute fi lm, t he wh ole while being sublymonised. “With proj ects of that scal e an d that na ture whe re you are inv iting people to come and pl ay with you r brand and c reate it, t here’s a lot to be said about giving the public the credibility for their intelligence, and especially as we move forwa rd you are going t o have people who ar e smart eno ugh to tune y our bra nd out so you have to be smart enough to do w ork that they want to tune into,” Rooke says. “You can’t talk to them lik e they are idiots. A lot of the work like that is in its infancy so sometimes you get re spons es like, ‘n o-on e will make that ten minute film’ but the responses are huge.” The p ote nti al for int eract ion became evident to Rook e with the campaign f or the sp icy mea t st ick Slim Jim, which was built around a ‘snapalope’, a character designed to bring out young men’s primal urge to hunt. Home of t he Sn apalope Hunt ing As soci ation of Ame rica was the website www.shaa.com and people we re encouraged t o weave their Slim Jim wrappers into belts, jackets and othe r s napalo pe skin products – which they di d – with a snapalope s kin jacket spot ted on ebay for $500. “I was i n a gas station in the US and a guy had made himself a sna- 46 CAM PA I GN B RIE F palope skin wallet, and I was li ke, shit people really do thi s and once you get over that hurdle of thinking it’s possible you realise your brand really does have the power of a film, or a fashion label ,” s ays Ro oke. Within four months of th e cam - pa ign’s l aun ch, Slim Jim sales across the US increased by 41.2%, acc ording to fi gures p os ted o n CP+B’s website. Another campaign in th is v ein is Vol kswag en’s Car bon Neu tral Pr oje ct wher eby for eve ry Volkswagen sold th e car com pany pays off your c arbon fo otprint b y planting trees with land bought i n the middle of America for the Volkswagen Forest. And mos t recen tly, Rook e has be en w ork ing on cr eatin g n ew products for Nike. He predicts that getting in at the cor e of product developmen t is a hu ge par t of where the industry is he ading wi th creat ive s alm ost b ecoming mar- keter s a nd o ffering u p bu siness sol utions. He doesn’t th ink y ou need d ifferent skil ls, in stead the training in the past has geared cre- ativ es to think a ce rtain way b ut once you break that, it’s a very sim- il ar th inking process . It ’s also poten tial ly more exc iting to b e involved with making or reinventing a sneaker for Nike t han to be ju st coming up with a TVC idea selling the new sneaker. “It’s still concept and id eas, i t’s just the ideas have no bou ndaries and that’s the exciting thing about what i s happening a t the moment, suddenly the s hackles h ave be en broken,” Rooke says. “The only skill -se t r equired i s hard work, the best people and the best agencies have a pretty solid work ethic and we will be trying to do these things. I don’t know how fast it c an happen in Australia , I hope it can happen q uickly an d I “If you create a culture that’s not fun and not respectful of people’s personal space then people are going to want to get away. Advertising should be fun, the minute you start taking it too seriously, you’ve lost. It’s a fun profession, filled with fun people that just happens to have a good work ethic.” hope it can happen for all brands and al l marketers. I hope we lead the way, of course, but it’s going to be better for me as a consumer if I can get off on the creative things that I’m interacting with and it’s more of a game than a story.” As he mentioned previously, 120 hours a week weren’t unheard of at Crispin, but Rooke isn’t expecting staffers at Clemenger to be working those kind of marathon hours – part of coming back to S ydney was get- ting a bit more life balance. “If you create a culture that’s not fun and not respectful of people’s pe rso nal spac e then people are going t o wan t to g et away. Adve rt ising shou ld be fun, the minute you start taking it too seri- ously, you’ve lost. It’s a fun profes- sion, filled with fun people that just happen s to have a g ood wor k ethic,” he says. “The key to being success ful in any profession, and cer tainl y adver tisi ng, is juggli ng your department and your people so you ar e working in circles, so there’s times when it’s push, push, push, back o ff , r echar ge, pus h, push, push, r echarge and if you’ve got people pulsing and surging at different times you are always going to have a push.” The first time he walked back in the do or at Clem enger Sydne y there was a f eeling of dejavu - it’s where he first started. After gradu- ating from Charles Sturt he joined the one-year AFA Gradua te pro- gram, working at Clemenger. He decided on the creative department because he finds the most enjoyable part of advertising that split second when you crack the idea and think ‘this is it’. He did AWARD School during his traineeship, made it into Supergroup and on finishing went to DDB Launchpad - before being snapped up by Mike O’Sullivan, then ECD of Colenso BBD O in J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008