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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
VIEWPOINT VI EWRP OINT UP F FROONNTT THERE IS A DEFINITIVE DIFFERENCE between jealousy and envy. Jealousy i s a begrudging re sent- ment towards someone or s ome- thing. Envy is Jealousy’s happier, better adjusted brother. Willing to accept that someone or something has had great success and acknowledge it. And in th is vein comes two othe r SEAN CUMMINS CUMMINSNITRO, MELBOURNE similarly cloaked word s. Copying and emulating. Copying is, well copying. Just rip- ping off. Emulating is a wonderfully lib er- ating sentiment. It encour ages one to try a nd stri ve si milar ac hieve- ments and similar status. And that’s what I have always t ried t o d o in my work. I am v ery envious of the Absolut Vodka campaign. From day one in my advertising adventure I have s een many won- derful campaigns and thought these are what I had to emulate. I began my career in 1984. Thre e years previously this campaign, cre- ated b y TBWA New York, was launched for Absolut’s distributor Carillon Importers in the US. What it sh owed me was the disci- Absolut Vodka campaign TBWA, New York 1981 38 CAM PA I GN B RIE F pline of an advert ising ide a. T he thought came out of the packaging and the name. It co uldn’t be f or anyone e lse. A discipline that ha s been forever burned into my adver- ti sing ps ychol og y. You can be unique if you write out of the brand provenance, t he p roduct and the name. The l ongevity aside, the other thing I am envious about is the cros s-over thi s a dvert ising ide a made to the art wo rld. Obviously anointed by t he master himself - Andy Warhol - artists began to give their interpretations of the brand through themselves. There is even a fabulous book called Absolut Art. See some exam- ples above. I often wonder, if I am in com- mercial art, how many of my cam- paigns will be seen as art in 50 years time? I better keep working on it. But art aside, the desire to create campaigns that l ive on in society and be interpreted by generations of creative people, is my great moti- vator. A funny little campaign I wrote 12 years ago for DB breweries in New Zealand… for Tui beer.. the ‘Yeah Right’ campaign...may be my closest attempt yet. It has been the cau se of n at ional cont rover sy, satire and Kiwi mythology. Thanks to many creative teams and several agencies interpreting and evolving the disciplines I put in place. There’s even a Tui ‘Yeah Right’ book out. Of course it’s nowhere near the fame of Absolut Vodka. But defi- ni tely inspi red b y the desire to emulate it. MARCH /AP RIL 200 8 GREENWITHENVY
January February 2008
May June 2008