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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
UP FRONT CRE A TI VIT Y DiLallo Shannon Andy Di Lallo, JWT, Syd ney. My pick for this month is the new ‘Born of The Earth’ TVC for Landcruiser. It is a visual masterpiece held together wi th st unning poetry. It stands out a mile from anything else on air and leaves me green with envy. When it comes to Australian car ads nobody does it better tha n Pe te and Tim. Hold your heads high boys. Ant S hannon, G rey Wo rldwide, Melbourne. I s till think ‘birthday girl’ for Thrifty i s hilarious. Gr eat ad for this brand. Rowan Dean, Euro RSCG, Sydn ey. BigPond ‘M en In Black’. How refreshing to see an idea t hat do esn’t stop at the first thought. Most teams would have got to Mum coming home to find the gangsters in the liv- ing room, patted themselves on the back, and cal led it a day. This well-crafted script - I particularly like the dog gag - appeals at all l evels, and sho ws t he ‘Great Wall of China’ wasn’t a one-of f. (Speaking of which - also lov ed the Easter top ical pr int ad . Brilliant.) James Procter, CumminsNitro, Melbourne. I don’t care who you are, that doll in the wotif .com is fuc king scary. In fact I think the whole campaign is really well handled and stands out well. But I’m going to go out on a limb and vote for the Schweppes ad. I know it’s been crucified in some circles and may be again at award t ime but it’s a big move for the cl ient and a great an swe r to t he b ri ef of b ring ing t o li fe ‘Schweppervescense’. Awesome direction. Rob Martin-Murphy, Th e Furn ace, Sydney. Hang on, there are a few good ads slipping through the net. All the bitching and moaning on the CB blog must be working. The TAC ‘Pictures Of You’ spo t floo red me. The Fox Sports NRL recruitment ad fooled me. And the Olympus tough camera spot wa s a pleasant surprise (Nobby’s Rim signpost duly noted). But my vote goes to Schweppervesence. To think where the advertising for this brand used to be , it’s great. Send hate mail to: Rob @ The Furnace, Level 1, 435-437 Kent St, Sydney, NSW 2000. Nigel Dawson, Grey Melbourne. I’m a sucker for slo-mo. It just stops the TV in its tracks and demands that you wat ch an d wonde r. Whe n I w ork ed o n Schweppes many, many years ago t he man datory description of Schweppervesence was ‘Thousands of tiny bubbles that last the whole drink through’. This new offering says all that so much more eloquently. Richard Clarke, Bowtell Clarke & Yole, Perth. It doesn’t look nearly as distinct ive as the Peters Drumstick spots. And it has none of the arty Nissan Dualis visu- al wizardry. But that ANZ commercial promoting the promise of rewarding customers for paying off th eir credit cards, has something most of the pretty, treat- ment-driven offerings lack. A big marketing idea dri- ving it. Justine Arm our, Junior, Brisbane . The U N V oices poster campaign. I had a go, and I loved hearing that homeless guy talk to me one-to-one. It was interest- ing, engaging, and a brilliant way to collec t a s mall donation. I hadn’t h eard of this technology before, and i t made me think about ot her p ossibilities fo r mobiles. The bloggers don’t know what they’re talk- ing about, this is cool. Jim Ro binson, Ja mshop, Ad elaide. The A FL’s tru e History of Australia is brilliant. The game that made Australia, featuring the humour that made Australia. There are so many remarkable images and none more so than Bill Hunter. He turned up to the shoot. 36 CAM PA I GN B RIE F 2 BigPond... ‘refreshing to see an idea that doesn’t stop at the first thought’ Dean Procter Martin-Murphy 1 Toyota Landcruiser... ‘a visual masterpiece’ 3 United Nations... ‘a brilliant way to collect a small donation’ MARCH /AP RIL 200 8 CREATIVECIRCLE
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