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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
UP FRONT CRE A TI VIT Y Rasic Hill Dejan Rasic, Colman Rasic Carrasco, Sydney. Thrifty Car Rental ‘Birthday Girl’. I searched and searched and kept coming back to this simple yet really funny idea. The per formance f rom the daughter alo ne is worth a pick. I p articularly love the way she shakes he r s kinny je an l egs when s he h ugs h er da d. Congrats t o t he te am a nd dire ctor fo r k eeping i t simple. Emma Hill, Clemenger BBDO, Melbourne. Being both short and a morning person, I choose All Bran ‘Tall Jan’. Dave Johnson, Lowe, Sydney. High end ideas seem a little elusive this month. Never theless, this ‘Box of play’ spot (part of a series for McDonalds) is testa- ment to th e red emptive power of cr aft skills. The sequences are inventive and fun, and strike a capti- vating balance between childlike and arty. Tony Leishman, The Campaign Pala ce, Mel bour ne. Marketforce’s Of fice o f Road Safety ‘S eat Be lts’ print c ampaign. St rong vi sual that simply shows what happens if you don’t belt up. For a change it’s nice to see so me work for road saf ety that doesn’t just show a road smash or blood and guts. Rocky Ranallo, BWM, Sydney. Kotex ‘Beaver’ TVC. The hardest thing about picking this ad is steering clear o f a ll th e obvious ge nital pu ns as I t ry t o explain why I li ke it so muc h. It ’s a brave ad in a tough category. It’s a simple idea. It’s funny. It’s not a scam. Someone convinced Kimberly Clarke they should b uy it . I t’s still on a ir. It has had ove r 440,000 hits on YouTube. It’s going to win a grand prix somewhere in the world. Hmmm, grand prix. Is that a genital pun? John Skaro/Roger Nance, JWT, Melbourne. A spot run- ning in Melb ourne a t the moment f or Co nnex explains what a train is. That went awfully close to getting our vot e. Bu t we can ’t go p ast Te lstra’s ‘Midnight Cowboy’ jing le. ‘Peop le conference ca ll me... I ca n se e thei r fa ces’.... For sh eer, fea rless, brazenly am oral co mmer cialism thi s is r ight up there with the Kellogg’s Sultana Bran ‘Heard it on the Grapevine’ classic of a few years back. There’s a certain perverse bravery about getting stuff like this to air that has to be acknowledged. Andrew Tinning, Marketforce, Perth. I actually like the Kotex ‘Beaver’ ad that c aused all that stir a while back. It put the br and on eve ryone’s lip s (no pun intended) and it’s s till on which i s an achievement in today’s PC world. Congrats to a brave client. James Burchill, CumminsNitro, Brisbane. The Offset the Evil spots for Sega’s Condemned 2 for Xbox. As a game they don’t come much bloodier or meaner . So I found this fluffily ultra violent campaign hilari- ous. Ads in this category almost always try to out- horrify, s o t hese will su rprise a lot of se en-it -all gamers and I’m g uessing lot of half-c hewed pi zza will end up down the front of Mooks tshirts. A bril- liant concept with a terrific website. James Ri ckard, K WP!, A delaide. Mission Au stralia/ realestate.com.au. There’s nothing as arresting as a compelling fact well communicated. For that reason CumminsNitro deserves recognition for dramatising the p light of Au stralia’s hom eless. I th ink th ey reached their target of $100,000 in very quick time too, so another tick for effectiveness. 32 CAM PA I GN B RIE F Johnson Leishman Ranallo 1 Thrifty... ‘simple yet really funny idea’ 2 Telstra... ‘a certain perverse bravery’ 3 Office of Road Safety... ‘strong visual’ MAY /JUN E 2 008 CREATIVECIRCLE
July August 2008
March April 2008