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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
U P A T CR E F RIOVNI TY Rasic Crawford Dejan Rasic, Colman Rasic Carrasco, Sydney. Pure Blonde TVC. ‘From a place much more pure than yours’ is a clever conclusion to a very funny film. Genuinely entertaining and the performance details from a great cast make it even better. Well done on finding a clever way into the beer category. Warrant is a genius choice of music too. Steve Crawford, M&C Saatchi, Melbourne. It’s Caxton week, so I would have nominated The Age making the entire newspaper pink for the day in support of Pink Ribbon Day. It certainly made a powerful statement, it’s a shame they didn’t let their adver- tisers know so we all could have got involved and made it even more relevant and powerful. But I’ll go for ‘Look after the little fella and he’ll look after you’. It’s an ad for impotence and the final scene is quite nice. Or is it just particularly relevant. Tim Brown, Saatchi & Saatchi, Sydney. My pick is the brand-spanking new Herringbone short film. Wonderful story, beautifully told. And made by some of the nicest people in the business. Well done Oliver, Graham, Garth and Karen. Michael Faudet, DDB, Melbourne. It’s not easy to find great ideas well executed in newspapers. I kind of liked this one for WA Tourism. Simple, impactful and a clever use of the medium. Pete Baker, The Glue Society, Sydney. I love the Virgin Money Home Loans ‘After years together you’ll still find us attractive’ campaign. I actually find it very sweet and not at all offensive. The pho- tography and art direction are well-crafted so that it doesn’t just become a crass joke or shocking image. Best of-all it doesn’t look or feel like anything by their competitor’s. A nice simple strategy and memorable execution get the message through clean and clear. Something that’s not easy when you’re talking about finance. James Procter, Cummins & Partners, Melbourne. Let me just say, a fat guy opening a beer with a bird is bloody hilarious, as is tricking a teenager into think- ing you’ve given her a car. But my vote is the same as 100 thousand or so punters at this year’s grand final (best game in 44 years). The latest Toyota AFL ad - Francis Bourke. Great talent, great writ- ing, great direction, and most of all great campaign. Lindsay Medalia, 303, Perth. What a refreshing sur- prise. The new Snooze ad captures the ‘beauty of sleep’ beautifully. In a mad, mad retail world this ad should be applauded. Sandy Peacock, Clemenger BBDO, Brisbane. Qantas Matt Giteau ‘tilt’ tvc. How to kill a good ad: take a good idea, make every scene a gem, shoot it per- fectly, add a media plan based on numbers but not on common sense, and flog it over and over and over throughout a sporting telecast so everyone who starts off loving it ends up hating it. Well done. Take a bow. Johnny Velis, Clemenger BBDO, Adelaide. The latest seek.com TVC has a nice insight; ‘if you didn’t have choices in life it would be a boring world’ was my takeout. A nice idea, executed well. You can’t seek more than that. 144 C A M P A I G N B R I E F 3 Toyota AFL... ‘Great talent, great writing, great direction’ Brown Faudet Baker 1 Virgin Money... ‘A nice simple strategy and memorable execution’ 2 Impotence Australia... ‘the final scene is quite nice’ 4 WA Tourism... ‘Simple, impactful and a clever use of the medium’ N O V E M B E R / D E C E M B E R 2 0 0 7 CREATIVECIRCLE
AWARD Awards 2007
September October 2007