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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
UP FRONT CRE A TI VIT Y James Catmur Hywel James, S aatchi & Saatchi, Auckland. I’ve j ust b een sent a l ink from the New Zealand Book Council, and it’s awesome. Basically i t disgui ses the copy of some of your favourite books/short stories to look like very businesslike spreadsheets, t ables, a nd gr aphs which you can s croll through o n you r monitor at work. Now y ou can sp end hours p issing ar ound r eading your fa vourite book wh ile everyone in the office thinks you’ re analysing stats! Nice. Here’s the link. http://readatwork.com/ Paul Catmur, B arnes Ca tmur, Auck land. The b est ad I’ve seen this month is the wonderful Nike football spot. God knows how muc h the y paid Guy Ritchie t o hop out of Madonna’s bed long enough to put this together but worth every penny. Not a startling idea but an awesome execu- tion that makes me wish I was 14 and hadn’t yet been told that I was actually crap at football. Unfortunately we don’t get those budgets but we do get cr eative fre edom a s demonstrated by the excellent Ginger campaign for Frank. Casting Saatchi’s GM Dean Taylor was a stroke of genius. Lachie McPherson, Publicis Mojo, Auckland. My choice is the new Pink Batts ad from DDB. It leaves me cold at the end. But then that’s the idea. Guy Roberts, TBWA\Whybin, Auckland. The new Pink Batts ad from DDB r eal ly st ruck a cord with me. Th ose p oor blokes being sent out into the cold to earn a crust having to leave b ehind their pink snugly things. As a Pink Batts owner I know what those guys go through each day when they have to leave the house. Although I would have to say my pink snugly thing is way cuter. Have a look on bestads. http://www.bestadsontv.com/ad_details.php?id=12914 NZ Josh L ancaster, C olenso B BDO, A uckland. I’m d igging t he new Pink Batts ad at the moment. It’s probably the best telly ad I’ve seen for ages: Fat people in pink fluffy suits cuddle and cling t o thin home owners but have to stay inside when t heir owners goe s out in the co ld. The fa t pink people stay home with t heir n oses pr essed to th e window waiting for the miser ably thin peo ple t o ret urn home for a warm cuddle . ‘Pink Batts keeps yo u snug ’ is the line. Great i dea, nicely d irected wit h aw esome music. Rea lly awesome music. It’ s go tta be a Gold axis next year for sure. Toby Talbot, DDB Auckland. I saw this great idea on be stads for the TV3 premiere of King Kong. The best thing about the execution is the locat ion - o n top of a very tall build- ing. God k nows how they f ound one . Auckland is no Manhattan. So ha ts off to those involved up on College Hi ll, b ecause h aving t he gian t chim p look in a t y ou through a bus back window wouldn’t have been quite as exciting. Chrissie Lahood, Young & Rubicam, Wellington. I’d have to go for the next i teration in t he ALAC h ow we’re dri nking campaign – the party TVC. Ordinary and believable and horrific. I love this campaign. Darryl Parsons, Consortium, Auc kland. I’m going with the Atari campaign from Republik this month, mainly because I’m actually from the 80’s and still have a soft spot for any- thing Atari related. That’s called nostalgia by the way and basically means I’m old. Did it make me want to buy the games? No, but like I said I’m at an ag e where the only games I play are with the IRD. However I did keep the lit- tle magazine that ran the ads. It’s in my draw next to my smurf collection. Sam Brown, Sa atchi & Saatchi, Well ington. When I opened the newspaper and saw the ‘Fault’ ad for Natural Disaster insurance, I instantly had that “ah crap!” feeling. I wish I could l ay cl aim to t his ide a. I t’s simple, e ffective and a great use of the media. Well done folks. Well done. 30 CAM PA I GN B RIE F 2 Frank... ‘excellent’ McPherson Talbot Roberts 1 Pink Batts... ‘it leaves me cold at the end. But then that’s the idea’ 3 ALAC... ‘ordinary and believable and horrific’ 4 New Zealand Book Council... ‘awesome’ MAY /JUN E 2 008 CREATIVECIRCLE
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