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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
UP FRONT CRE A TI VIT Y Blood Talbot Andy Blood, TBWA\Whybin, Auckland. 42 Below bill- board: ‘E xpensive . Like tw o gir lfriends an d a wife’. I was cycling to work when I saw it. A real stopper. Arrived at work with a smile on my face. 7 words. Simple-but quirky-art direction. Neat. Toby Talbot, D DB Auckland. Can’t be ea sy be ing New Zealand Post right now. The email revolu- tion can ’t have helped much . So Sa atchi’ s Wellington de serves rea l credi t f or coming up with this campaign. It’s hard to find a really good reason for posting a letter over sending an email in my bo ok. T he answer l ies in th e eff ort required. If you can be bothered to send a letter you must really mean it. Clever. Sure the ads are a b it, um, syr upy. But I be t the y’ve w orked a treat. And I think the line is bloody great. ‘Send and you shall r eceive.’ Hats off to all inv olved. Including the director. Tim Hall, Saatchi & Saatchi, Wellington. “One spray and walk away” f eaturing the Chinese chemical engineer/ microbiolo gist in the wh ite ja cket. I heard when it was up before the complaints board for racial s tereotyping, they prod uced the talent who indignantly defended the ads o n t he basis that “that was the way he always talked”. Genius. And just a jump to the left.... Lachie M cPherso n, Publicis Mojo, Auckland. My choice is the Sky billboard for The Wrong Man. Writer: P aul Hankinson . Wish it w as La chlan McPherson. NZ Josh Lancaster, Colenso BBDO, Auckland. I’m lov - ing the 4 2below bil lboards r ight now. T he one by my house says ‘Expensive. Like 2 wive s and a girlfriend’. I dig it not just for the clever head- line or e ven the p retty art directio n w ith the Chinese f igurines and the dr agon, but the tone is, as always, spot on. It’s like 4 2below i s that guy that ev eryone l ikes cos he doesn’ t give a fuck a bout what a nyone else thinks and j ust tells it like it is. Kind of like Darryl Parsons. Angus Hennah, JWT, Auckland. I’m not much of a runner but even I could see the appeal of getting a s econd wind f rom the Adida s giant fan a t the Auckland Marathon. A clever way to get the tar- get interacting wi th and appr eciating the brand. Well done. Chrissie Lahood, Y&R, Wellington. I’m going for the new Fr ank Ging er Beer commercial wh ere the dark-haired parents get handed the gi nger baby. We brace our selves for the us ual shoc ked Da d gag - but it doesn’t come. Refreshing! Dan Moth, Clemenger BBDO, Wellington. The pick of the crop is the new Lotto TVC, where the old dig- ger goes back to Europe to find his beautiful, lost wartime love. But now she’s ancient and ha s a face like a dog’s bum in a bad wig. Fantastic. It’s one of those ads where everything’s right. Jane Jame son, Saatchi & Saat chi, Auck land . I rather liked the Leap Year press ad for Vodafone. I’m always a sucker for well-written long copy. And they get extra cred for doing an ad that actu- ally does make the most of now. 34 CAM PA I GN B RIE F 1 Sky TV... ‘Writer: Paul Hankinson. Wish it was Lachlan McPherson ’ Hall McPherson Lancaster 2 Adidas... ‘a clever way to get the target interacting with the brand’ MARCH /AP RIL 200 8 CREATIVECIRCLE
January February 2008
May June 2008