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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
TV C PROD UCT I ON Dogboy - APIA ‘Diamond’ (CHE, Melbourne) Richard Overall - ANZ ‘Haircut’ (M&C Saatchi, Melbourne) Charles Williams - Purex ‘School Race’ (Colenso BBDO, Auckland) Dogboy - Toyota/AFL ‘Legendary Moments’ (Publicis Mojo, Melbourne) Anto Skene - TZU ‘In Front of Me’ (Liberation) THE POUND UNLEASHED The Pound are busy people. It takes General Manager Melva Gilbert three attempts to arrange this interview with founders Matthew McCaughey, Antony Alekna and Fiona McGregor. They’re simply busy doing what they do best – producing vibrant commercials for their lucky clients. GROWT H OF THE ENERGE TIC Melb ourne- based com pany has been solid and deliberate, and their client l ist i s one to envy – Toyota, Phillips, N estl é Pet ers, Hein z, Telstr a, ANZ, Maste rfoods – to name but a few. Many more have already enjoyed The Pou nd’s cre - ative touch. A di stinctive s lant helps s et t heir work apart from the clutter of so-so ads. Their p roduction is eng aging and smart - hence their increasing popularity. To cope wit h this, and to continue developing and diversi- fying their output, The Pound have recently a dded two fre sh fac es to the mix. Charles Williams c omes to The Pound with four yea rs exper ience under his b el t, and ads for Playstation, ANZ, Sensis and F ord – w ork whic h took hi m to N ew Zealand, London and Hong Kong. 20 CAM PA I GN B RIE F He has many shor t film s to his name – his darkly comic ‘The Cow Thi ef’ was s hor tlisted for T he Academy Awa rds th is year . Big achievements for a man of 27. The Pound had their e ye on him fo r a whi le, and are ex cit ed he’s on board. “Charles is a talented young director with skilful comedic sensi- bilities,” says Alekna. “He’s already worked on great c ampa igns, and we’re looking forward to seeing him grow within our team.” Nathaniel Kiwi started out in the indus try as a cast member on Chan nel 7’s Mars hal l L aw, a nd ABC’s The Flipside. He studied Performance Technique and Script Ana lysi s i n New York . Say’s McCaughey: “ As an actor an d drama teacher, Nathaniel brings an informed per spective, knowing when and how to push, to ge t the most from a performance.” Two of Kiwi’s short films – Dogfi ght a nd Pig Latin – screened at Australian and int ernat ion al fi lm f est iv al s inc luding The Comedy Chann el Film Fest and Tropfest 2007. A s a result h e was asked t o wr ite a nd direct a c ommercial for Mitsubishi. A s izeable ch alleng e for s uch a young director, yet Kiwi took it in his stride to create a suc cessful and well-received spot, signalling a posi- tive shift into advertising. Nathaniel Kiwi - Mitsubishi ‘Greener’ (Trop Inc.) McCaughe y views suc cess w ith personal p rojects as p art o f th e compan y’s own growt h: “This enthusiasm for film is what we’re all about. It goes beyond a mere job of wor k for u s – we have a savvy bunch of inventive d irectors who are passionate about what they do.” It’s obvi ous the folk s at T he Pound have a keen eye for bringing that extra some thi ng to a brief. Their direction is lively, their post- production decisions inventive. And they’ve grown through originality. Say s ex ecutiv e prod uce r Fio na McGregor: “We ex pand by ch al- len ging our own c rea ti vit y an d offering clients and agencies f resh, effective results. Wi th t he b road ran ge of di rectors we have on board, the possibilities are lim it- less.” Indeed, Wi ll iams a nd Kiwi a re joining an impressive e stablished line- up: dir ecting team Do gbo y have a wealth of experience an d a groaning shelf-full of top awards to their name. From their guida nce comes the playful and distinc tive vision of the company, with th eir skill for taking ideas to interesting places. Richard Overall’s global viewpoint developed with a considerable cata- log ue of i nte rnat ional wor k. Homegrown commercials fo r th e likes of Stihl, Virgin, ANZ and GIO have showcased hi s imag inativ e direction. Anto Skene’s music v ideo b ack- ground saw his witty hand puppet clip for TZU’s ‘In Fr ont of Me ’ tak e out the t op g ong at SoundKilda 2007. More r ecently he’s turned his u nique d irection towar ds s pot s for Hold en an d Origin Energy. Clearly, this diverse input is fruit - ful. The Pound’s showreel is a mas- terclass on creating unique, memo- rable commercials. I t’s a lso very funny. AFL legend Francis Bourke is drench ed in t omato sa uce and run over by a golf b uggy. Trees cheerfully applaud the driver of a low-emi ss ions car. A you ng lad shaves hi s head bal d to scam senior s’ ben efit s on hi s ban k account. An embarrassed mum gets caught short during a school sack race. An d The B old and the Beautiful’s Ronn Moss mirthfully drawls ‘Bloody Oath’ in the worst Aussie accent since Meryl Streep cried ‘a dingo’s got my baby.’ This s ense of fun is core to The Pound’s creative relationships with their clients. It’s obvious they enjoy making a script really work for its money. If they can do so with a wry smile, they undoubtedly go home happier. And more frequently these days, thei r i nput is bein g specifi cal ly sought t o help with the focus of campaig ns. T ak e t he current ‘Ge tting of Wi sdom’ series for insur ance giant s Apia, the fir st installment of which, ‘Diamond’, features Australian cricketing hero Max Walker. Melbou rne ag ency CHE researched and i nterviewed the right calibre of Aussie icons, on the theme of ‘learning from life ’s expe- rien ces’ . The Poun d wer e then brought in to help drive the direc- tion and flavour of the campaign. Explain s McCa ughey: “We had creative input i n choosing which anecdotes to use, looking for an unusual slant, t o create the most memora bl e and amusi ng ta le .” Playful direction singles out this work a s a noteworthy achievement – a genuinely entertaining ad about insurance, of all things. This light-hearted energy drives a company built upon committed professionalism. As McGregor sim- ply puts it: “We guarantee to deliv- er a great job.” Perhaps this i s why clients return time and again. Or maybe it’s just that these guys know how to make the job fun. With such a bright collection of unique voices in their fold, The Pound are obvi- ously barking up the right tree. MARCH /AP RIL 200 8
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