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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
VIEWPOINT VI EWRP OINT UP F FROONNTT GREENWITHENVY They say you never forget your first love. Bollocks. I have only a vague recollection of the f irst young l ady to capture my heart. But oddly, I remember with nerdy cl arity t he first advertising campaign I f ell in love with. As a young Auss ie backpacker ROWAN DEAN EURO RSCG WORLDWIDE, SYDNEY wandering the dismal s treet s o f London during the s o-called ‘win- ter-of-discontent’, an extraordinary, surreal vision caught my eye - and it was love at first sight. Intriguing, baffling, scarily provocative, t he poster a bove the Ho lloway R oad tube station captivated me with i ts cheekine ss and brazen self- confi - dence. It was a picture of the E gyptian pyramids - kind of. But one of the pyramids looked like it h ad been magically transformed int o a gi ant gold box poking out of the desert. It made no sense. But you had to look twice. You couldn’t h elp yourse lf. And again. And again. The only clue was the government Benson & Hedges Collett Dickenson Pearce, London 1979 62 CAM PA I GN B RIE F health warning pr omine ntly dis - played underneath it. Was it a pack of Benson and Hedges? If you tilted your head to one s ide, yo u co uld just make out the s cripted logo in the dusty sand. B ut what was a giant packet of fags do ing in th e desert? How did t hey d o it ? (Remember, retouchin g barely existe d back the n.) What did it mean? Suitab ly tant al ised and teased, thus be gan my l ove affair with CDP’s Benson and Hedges cam- paign, a love affair that e nticed me into a job i n advertising and cli- max ed some year s lat er i n me doing my own Benson and Hedges ads a t CDP with my art director Garry Horner. During the early eighties, a new B&H poster go ing up was always the talk of the town, and new and ever-mor e i nventive ways of dis- guising the pack a nd using the medium were created. Among my very favourites were John Merriman’s sunken treasure ches t ( which was in three parts spread out over several weeks) and Nigel Rose’s de vastatingly simple ‘shaved pack’ whi ch I was pri v- eleged enough to see being created. (Natural ly, the rest of us at the time all told him it was crap - but that’s agency creative departments for you.) But Al an W aldie’s pyr ami ds remains my first true advertising love - a heart-stopping beginning to a campaign that redefined advertis- ing to a whole new generation of creatives. J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008