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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
in the pipeline. Six months after joining Saatchi & Saatchi Sydney in January, Dave Bowman, 30, was promoted to creative director in July, landing him one of the country’s most coveted jobs. Bowman reports to ECD Steve Back, who he worked with at Saatchi & Saatchi, Auckland, before going to Droga5 New York. While he loved the buzz of New York, with Back in his ear with enticing offers, it seemed an interesting time to come home. Bowman first gained a reputation for creating surreal work that becomes part of popular culture at The Glue Society, Sydney where he and Matt Burton (now at Droga5 Sydney) were one of the first teams. They had a dream run: at Cannes in 2004 there was the Direct Grand Prix for Virgin Mobile’s ‘Warren’ and in 2005 they won Australia’s first Titanium Lion for the Virgin Mobile ‘5 Cent’ campaign. Bowman’s first major piece of work for Saatchi Sydney is the Toohey’s New ‘Beer Relay’, which follows a schooner of the supercold beer around the world. As well as five 60-second TVCs there’s audience interactivity via online (www.forthelove- ofbeer.com.au), outdoor, radio and SMS. Bowman wrote the campaign with creative team Steve Jackson and Vince Lagana. Gary Freedman, who co-founded The Glue Society with Jonathan Kneebone, directed it. The 25-day shoot, filming in New York, Spain, South Africa, Morocco and Hong Kong, was an amazing experience, but also the most intense shoot he’s been on in his decade long run in advertising. Bowman’s career started at Whybin Lawrence TBWA Sydney when he did work experience as part of his Bachelor of Communications at UTS. Teaming up with Burton, he worked for free for the first six months, finishing his degree at night. After three years he went travelling, and did another 18-month stint on his return to Australia before going freelance with Burton. A project for Host, Sydney scored them a full- time job at The Glue Society. “Jonathan and Gary made a habit of hiring people at the right time when they are still sort of malleable and shaping them into working into quite a different way,” says Bowman. He recalls working 90 days straight to create three of the biggest campaigns that came out of Glue Society during their time there: ‘5 Cent’, ‘Ming Mong’ and Channel V. From The Glue Society Bowman and Burton went to Saatchi & Saatchi Auckland, and were considering returning to Sydney when David Droga approached them to join Droga5. Among the Droga5 work Bowman is proudest of is an ESPN campaign that never ran, and the early development work for Honeyshed. His favourite is still ‘Warren’, but Bowman expects to top it soon. He’s been instrumental in driving ‘Saatchi Substance’, which is about challenging staff to come up with work that doesn’t fit neatly into defined categories. Bowman admits that splitting from Burton after a decade was tough, but he has no regrets. “Part of me was thinking I don’t know if I’ll be writing work I’ll be as proud of if I’m doing it alone, but another part was thinking I’m teaming up with Steve so there will be lots of new stuff,” he says. “We’ve got the beginnings of some work that I’m really proud of and seeing that come to fruition means I’m in a vaguely euphoric state these days.” N OVE MB ER/DEC EMB ER 2 008 PHOTOGRAPHY: DEREK HUGHES WWW.DEREKHUGHESPHOTOGRAPHY.COM.AU LOCATION: PORT BOTANY CAMP AIGN B RIE F 19 There’s more
Awards Dec 2008
January February 2009