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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
27 MAY/JUNE 2010 CAMPAIGNBRIEF the original away) But basically most people locked themselves away and learnt the track, only to send in their auditions in the clos- ing stages once they had viewed all the other competition! So we had a lot of competent players and diverse instrumentation appear just before the deadline closed. There was a bit of a natural selec- tion happening amongst the online community as people auditioned, and of course we were also review- ing their submissions every day. By the end of it, it was fairly obvious who was suitable. So with Special's blessing, I sent 12 auditions to Iggy from which he was asked to pick eight, which he didn't until we got to Miami. And then he added one more at the last minute, who as it turned out was a New Zealander who had auditioned while overseas. From a technology/time zone perspective, how did you pull this off? We pre-rigged the studio in Miami the afternoon before, went in the next day at 9am, and did a line test with our Auckland office as they were all going to sleep. Iggy came into the studio later at 2pm Miami time, when NZ was just waking up. . . and off we went. It wasn't the best time in NZ for your neighbour to be banging away on a drum kit, but -- what an opportuni- ty to play with Iggy. Did you expect it to do so well at the Axis Awards? I think everybody involved knew it would be well received on the street as it's a pretty punk thing to do and it was genuinely interactive. And ... it's Iggy Pop. What's Iggy like? I'm a Stooges fan and I think I get him but it's always hard meeting people you respect in the context of advertising. There are often all sorts of expectations flying around, but Iggy was a good guy. He came to the first poolside meeting at our hotel, well prepped with questions and pages of notes. I had to explain how we were going to utilize the internet thing a few times over, which was amusing for all present including Iggy. He's fully analogue, but he was really into it as a concept and of course he had his shirt off before his drink had even arrived. But once Iggy had his first online chat with somebody and listened to them play, he got a handle on how the day would proceed and we just went for it. Iggy was very inclusive and generous with his time, espe- cially with the players that he musi- cally connected with, but he worked DARRYL WARD&IGGY SPECIAL FOR ORCON them pretty hard to get what he wanted. He seems genuinely into the idea. How did you get him on board? Iggy was really into it from the outset, he came to it with no demands or pretensions, he just wanted to know that his music was going to be respected. . . and also how the hell we were going to pull it off. Your Bonds campaign is also all about the music. Any highlights? Bonds was fun on the day, again pretty punk ... only with pretty girls. We were lucky to find a great track and a cast that could actually play their instruments. One of the guitarists Ela is in a great Sydney band called Songs. Check out their record! www.curiousfilm.com
January February 2010