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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
3 Drunk Monkeys truly contented. Courting danger with incongruous moves, like running ads on the commercial- free ABC, is something the founders of Three Drunk Monkeys relish. The ‘ads’ for three fictional products - Gruen Beer, Gruen Anti-Ageing Cream and Gruen Bank - formed the cornerstone of a promotional campaign for The Gruen Transfer, the Andrew Denton-backed series decoding the ad industry. Operating out of a warehouse in Redfern, Sydney, TDM are also working with Denton on a TV comedy/drama currently scheduled for release in 2009. The ABC have also taken out an option on an additional 10 part comedy series. Originally started by ex- Saatchi & Saatchi Sydney creatives Justin Drape and Scott Nowell, the agency morphed into its current form in July 2006 when Mark Green, a former suit at Saatchi, became the third partner. Green admits they’ve been running pretty thin on the ground thus far, but it feels like they’ve finally caught up. “For us it’s about creating entertaining and innovative ideas that sell products, those products can be for clients or our own projects. It’s just trying to come up with ideas that make a connection with an audience and can have a commercial value. That has seen us do everything from ads to books and TV shows to web series.” Now 16 people-strong, creative hires include the head of interactive at Rivet, Mark Ashley-Wilson (who joins in August), Paul Bruce, Shane Gibson, Damian Fitzgerald, and Scott Dettrick, a former designer for Mambo. Campaigns launched this year include NRL’s Membership Drive and Fox Sports promotion of its AFL coverage. Then there’s Unwired’s ‘Too Easy’ and Yahoo!7’s ‘Lady Boy’. Last October, Drape wrote a book for the Kids for Life charity called ‘I can do anything’, featuring inspirational quotes set to photos of luminaries such as Jacques Cousteau, Picasso and Sir Don Bradman. Three Drunk Monkeys is also exploring other content creation opportunities via its alliance with Hopscotch Films. Green says the timing was right for an agency like Three Drunk Monkeys: “We started at a time when clients are looking for something less traditional and we’ve got a business geared towards delivering innovative ideas.” PHOTOGRAPHY: DEREK HUGHES LOCATION: DEREK’S BATHROOM
July August 2008
March April 2008