Max's Story 1.jpgCB Exclusive - After a successful three-week introduction, part two of the new platform for CGU Insurance breaks nationally this Friday, April 25.
 
CGU scoured their customer database to select a small business that epitomised the spirit of 'See It Through'. That led them to oyster farmer, Max Cunningham, from the remote east coast of Tasmania, who had lost everything during bush fires in 2013. But through hard work, and the right insurance, Cunningham's business has rebounded to be more successful than ever. So much so that he hadn't found time to acknowledge his success.

VIEW 'MAX'S STORY' VIDEO
corona shoes.jpgAward winning sound house Nylon Studios Sydney has recently completed the soundtrack for Corona Extra's latest spot 'Shoes' via agency Cramer Krasselt.

Highlighting the carefree nature of summer, the studio produced track 'Drifting Days' to reflect a universal love of summer using a contemporary band sound with dreamy effected guitars and lyrics that underpin the joys of summer freedom; that floating feeling when all your cares just drift away.

VIEW THE SPOT
smallworld03.jpgNew York Festivals International Advertising Awards for World's Best Advertising has announced the finalists for 2014 for the following competitions: Avant-Garde, Branded Entertainment, Craft, Creative Marketing Effectiveness, Design, Digital, Direct & Collateral, Film, Integrated, Outdoor, tool-tourist2-thumb-400x225-132124.jpgPrint, Public & Media Relations, Public Service, Radio and Student.

Leo Burnett Sydney leads the Australian agency pack in this round of shortlist announcements with 22 entries shortlisted, ahead of Clemenger BBDO Melbourne with 14 and GPY&R Melbourne with 11.

VIEW THE COMPLETE SHORTLIST
Screen Shot 2014-04-24 at 10.13.33 am.jpgFacebook has just announced the shortlist for its 2014 Studio Awards which includes five Australian agencies/companies making the cut at the shortlist round out of a total 36 campaigns from around the globe.

Australian campaigns selected include Clemenger BBDO's FootifyFM campaign for NAB, Souther Cross Austereo for the Roadtrip Forever campaign for Transport Accident Commision, Clemenger BBDO Sydney for Skittles' Telekinize The Rainbow, One Green Bean for Commonwealth Bank's Test Match and Finch for Save Our Sons/The Duchenne Foundation's The Most Powerful Arm.
Gavin.jpgCB Exclusive - Y&R NZ has appointed Gavin Siakimotu (top left) and Guy Denniston (bottom left) as joint CDs of Y&R Auckland, henceforth to be known as Guv.

With a combined 30 years in the industry Siakimotu and Denniston are two of the very best creatives in NZ. They both haveGuy.jpg exemplary track records for award-winning effective work across multiple blue chip brands including VW, Steinlager, Sky, NZ Lotteries, McDonalds, Goodman Fielder, Coca-Cola, Hallensteins, Speight's and Greenpeace.

Two exceptional recent examples of their work as individuals are Steinlager's Be the Artist and Greenpeace's Oil on Canvas.

Says Steve Kane, MD at Y&R NZ: "Having worked with both these creative heavy weights in the past I have every confidence they will significantly add to the diversity of the work we deliver to our clients. They are both phenomenally talented and extremely humble which is a rarity in any industry and makes them a delight to work with."
image.jpgIt's funny how a beer can get you thinking. Each sip and gulp leading your train of thought into strange places and interesting topics of conversation, as if giving you permission to speak up and say what's really on your mind. But 4 Pines is all about real ale, and when you're drinking it, it expects to hear the real thoughts it deserves. It wants those questions and observations that not everybody talks about, yet still make us ask 'Why?' Agency: Grey Sydney.

PLAY THE TIE SPOT
PLAY THE BEARD SPOT
PLAY THE CUBICLE SPOT

Ten confirms Howcroft role for Recipe to Riches

RECIPE-TO-RICHES-TEAM.jpgAfter denials at the time Network 10 has now confirmed the CB exclusive on April 16 that Network 10 executive general manager Russel Howcroft has taken over the marketing guru role on Recipe to Riches left vacant by the departure of Droga5 creative chairman David Nobay earlier this month.

Howcroft (pictured right), the former CEO of Y&R Brands and a panelist on The Gruen Transfer - will join Recipe to Riches co-hosts Carman's Fine Foods owner Carolyn Creswell (centre) and chef Darren Robertson (left).

Droga5 lost the lead agency status for Woolworth's, the backing sponsor of Recipe to Riches, late last month - coinciding with Nobay's withdrawal from a second series. Now Woolies' lead agency role is with Leo Burnett, most industry pundits expect Droga5 to part ways completely with Woolies in the near future.

While Recipe to Riches is backed by Woolworths, arch rival Coles continues to back MasterChef Australia, also on Ten - which may or may not be a tricky situation for Howcroft to deal with going forward.

Adelaide's Rundle Mall hires cummins&partners

Rundle-Mall.jpgcummins&partners (formerly cumminsross, and re-named on April 1st) has been appointed to the re-brand of Rundle Mall, a hugely significant project for Adelaide in 2014.

Says Amanda Grocock, Rundle Mall management authority marketing & events consultant: "Adelaide City Council's $30million redevelopment of Rundle Mall presented the RMMA with a perfect opportunity to refresh and revitalise the Rundle Mall brand.  After a careful and considered process it was agreed that Cummins & Partners provided the perfect mix of local knowledge, industry experience and creativity needed to create something special for the Mall.  As such, we are very excited to work in partnership with the talented and creative team at cummins&partners to reposition Rundle Mall in the hearts and minds of South Australians."
Screen Shot 2014-04-24 at 4.02.28 am.jpgMother's Day is a key day for telling Mums that they are loved. endota loves Mums, so it started wondering why so many people hold their admiration, praise and true gratitude towards their Mum inside until their funeral. endota hopes to change all of that, and let Mums hear how appreciated they truly are with the launch of a powerful new campaign, endota loves Mums.

WATCH THE VIDEO
State_OpeningShot_30[2].jpgWhereas most insurance companies will help you after an accident - when the damage is done, State Insurance wants to try and help Kiwis prevent the damage happening at all. That's what inspired the latest spot from Colenso BBDO and Finch.

It launches an App that gives State motor vehicle customers discounts on all sorts of things that will keep their cars in optimum condition, helping their customers stay safer and happier on the road. The challenge was to show prevention not repair.

VIEW THE SPOT
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Screen shot 2012-12-20 at 8.47.05 AM.jpgWe hope you, like over 115,000 other ad professionals registered on Bestadsontv.com throughout the world, enjoy visiting the site regularly to check out the very best and latest advertising in all mediums being produced worldwide.

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* BestadsPRO Membership gives you access to any pay2see content as well.
Screen Shot 2013-10-26 at 10.46.50 AM.pngphoto[2].PNGThe Campaign Brief App and Bestads App - the two most popular advertising Apps in the world - are both available for iPhones and Android phones.

The CB App is in the Top Business Apps Charts on iTunes in 10 countries (including Australia, NZ, India, Singapore, Malaysia and Indonesia), while the Bestads App is in the Top Business Apps Chart in 50 countries (including Australia, NZ, UK, Germany, Canada, Ireland, Argentina, Brazil, South Africa and most Asian countries).

The Campaign Brief App includes CB Australia, CB New Zealand, CB Asia and CB WA - all on the one app.
b_henderson-large.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Bruce Henderson, chief creative officer, Geometry Global, North America, based in New York.

BEST TV
Winner: Cardstore: The World's Toughest Job. Numerous people (both in and out of the business) forwarded this to me last week and posted it to social media, which I think is indicative of the effect it had on popular culture. It's a really good idea, and a very poignant way to bring the difficulty and value of the job that mothers do to life. It's also a sweet and touching way to bring attention to the Mother's Day holiday. READ ON...
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Early indications suggest there are well over 400 Aussies (including expats) going to Cannes this year - and delegate numbers worldwide are up from last year with more seminars and events at Cannes 2014 than ever before.

Campaign Brief, with the generous support of Sydney-based production company Photoplay and ADMA (who are both going to Cannes this year), will be hosting a Welcome Cocktail Party for the Aussie and Kiwi delegates on Monday evening, 16 June, 2014 - and we will be emailing out invites soon.

ADMA-LOGO.jpgPHOTOPLAY-LOGO.jpgSpecial guests include the Australian jurors and several prominent creative directors from around the world. If you are an Aussie or Kiwi going to Cannes, let Lynchy know quick to secure your ticket: michael@campaignbrief.com
VML-Rip-Curl-GPS-Watch-Black.jpgLeading surf brand Rip Curl has announced its creation of the 'Rip Curl Search GPS', a new surfing watch and digital platform that allows surfers to record and relive every wave they catch. Rip Curl partnered with global digital marketing agency VML to create the platform and revolutionise the way we surf.

Using global online and television broadcasts from the 53rd Rip Curl Pro, the longest running surfing contest in history, to announce the world's first Search GPS Watch to the world, the news has "whet the whistle" of surfers around the planet. It's already being worn by Rip Curl test riders around the world, including 3 X ASP world champion Mick Fanning, who is wearing it in competition at Bells Beach this week.

VIEW THE VIDEO
mcn_logo_001.jpgMulti Channel Network's (MCN) digital department has today launched ID Insights, a new premium reporting product that will uses credible ID services to provide brands with post campaign analytics.
 
MCN Insights utilises MCN's ID Targeting data platform, which accesses a highly accurate audience data set on consumers' age, gender, postcode, income and more[1]. ID Insights breaks down digital media campaigns against these data filters to deliver in-depth analysis, beyond a standard impression and click report.
damon stapleton-web.jpgCB can reveal that Saatchi & Saatchi Australia ECD Damon Stapleton, whose impending departure was announced yesterday, is set to take the chief creative officer role at DDB New Zealand - effective July 1 - filling the void left after the transfer of Andy Fackrell to the DDB regional role back in December last year.

Shane Bradnick, who joined DDB New Zealand from BMF Sydney in January 2013, retains his role as executive creative director.

Stapleton and Bradnick started their careers together in South Africa at TBWA\Gavin Reddy - Stapleton, who was born in Australia, was CD, while Bradnick, who was born in South Africa, was an art director (interestingly, joining from DDB South Africa).
30Below_horizontal-thumb-400x117-142097.jpgADMA's 30Below group in Victoria is organising a World War D night to help young marketers, advertisers and creatives skill up in digital marketing.

Date: Thursday, 8 May
Time: 5.45pm-7.45pm
Venue: Australia Post, 111 Bourke Street, Melbourne
Tickets: $20 (includes drinks and canapés).

PURCHASE HERE

Top spot: Awkward family moments around HBO

HBO.jpgSS+K, New York has launched these spots for HBO. Fantastic stories of family life with two young adolescent children and their HBO programs.

VIEW THE WHATS HE IN SPOT
VIEW THE APPRECIATION SPOT
VIEW THE DAD DAD SPOT
VIEW THE BODY SPOT
VIEW THE MARRIED SPOT
VIEW THE AWKWARD SPOT
VIEW THE COUSINS SPOT
SMITHSONIAN-1.jpgSMITHSONIAN-2.jpgDDB Worldwide and The Smithsonian's National Zoological Park and Conservation Biology Institute announced today, on Earth Day 2014, the launch of the Endangered Song Project, an analog-meets-digital awareness campaign that calls upon 400 participants to use their social media strength to spread the message that there are only 400 Sumatran tigers left in the wild.

The National Zoo and DDB's New York office partnered with Atlantic Records indie rock band Portugal. The Man to distribute a previously unreleased song titled 'Sumatran Tiger.' The song was lathe-cut onto 400 custom polycarbonate records designed to degrade after a certain amount of plays. With no other copies in existence, the 400 participants are tasked with digitizing and sharing the song through their social channels with the hashtag #EndangeredSong. Breeding the song socially will help save it from extinction, thus raising awareness about the critically endangered Sumatran tigers and need for conservation efforts.

VIEW THE CONCEPT
1396961553.JPGEx-GPY&R TV producer Blake Paul Kendall is launching a crwod-funding campaign for his latest project - The Penan's Children's Book.

Says Kendall: "Last year I had the honor of spending time in the Jungles of Borneo with Penan communities. The Penan are the indigenous people of the jungles in Borneo and like many indigenous groups around the world they face the loss of their language and culture from outside threats.

To be part of the story and donate, click here to go to the campaign page.
Hallmark Card Concert.jpgOver 200 Australian teens from all around Australia turned up to Luna Park last Thursday night to experience the chart-topping American Authors perform live - and unexpectedly found themselves writing Mother's Day cards in activation via Naked Communications, Melbourne.

Hallmark, in partnership with NOVA Entertainment and Universal Music Brand Partnerships, hosted an American Authors live performance at Luna Park. An hour before the US band were due to perform tracks from their brand new album 'Oh, What A Life', fans were advised entry would be gained only by writing and sending a Mother's Day card.
damon stapleton-web.jpgSaatchi & Saatchi, Sydney ECD Damon Stapleton, who joined the agency from TBWA\Hunt\ Lascaris, Johannesburg in January 2012, has resigned and will be leaving the agency in June to pursue new opportunities overseas.

Saatchi's CEO Michael Rebelo paid tribute to Stapleton, describing him as a great creative leader, one of the funniest and nicest guys in the business who will be missed by all: "On behalf of the whole George Street team, we wish Damon and his family all the very best as they embark on a new adventure.
adshel.jpgJim Jam's new Tourism Tasmania campaign is continuing to build on its huge success with the new 2014 autumn campaign which takes findings from the previous two campaigns and pushes it to a new level.
 
The refreshed campaign continues to encourage Australians to visit the state and 'go behind the scenery'. It aims to grab people's attention, provides motivation to travel and shows people how easy it is to plan and book a Tasmanian holiday, and encourages them to book it now, and give them the confidence to do so.

While still carrying the brand message and creative expression of the previous campaigns, there are some dramatic changes to design and images.
Lyons.jpgY&R Groups' retail marketing agency, IdeaWorks has been on the hunt for growth and talent and it has found both in Asia. In a competitive pitch it has just won a major brand experience project for Courts, a Singapore-based electrical retailer and has also appointed ex Tokyo-based Christopher Lyons (left), former chief retail and shopper marketing officer Asia Pacific for Leo Burnett, as managing director of its Sydney office.
 
Says Phil McDonald, national managing director of IdeaWorks: "Our brand experience team based in Sydney is world class. Winning a competitive pitch for Courts in Singapore proves this. The team will design a new "super-store" concept that will roll out across the region.
unnamed.jpgAfter two weeks housed on York Street in the Sydney CBD where it caught the attention of national TV news crews, the NRMA Insurance Crashed Car Showroom has been named 'Best in Show' at the Sydney Royal Easter Show.

The NRMA Insurance Crashed Car Showroom is an interactive exhibition created by Whybin\TBWA Sydney to raise awareness about the importance of road safety and help Australians make informed car purchasing decisions. The Showroom demonstrates what it's like to be a crash test dummy via the power of Oculus Rift, as well as exposing the interior of a fully dissected car to show hidden safety technology.

The Showroom was also awarded Gold in the Tech Area at the Sydney Royal Easter Show.

WATCH THE VIDEO
image009.jpgWest End has unveiled the second installment of 'The Reclaim' with the release of a new TVC this week via BMF.

Following the launch of this tounge-in-cheek campaign in 2013, the second phase announces that South Australia's West End Draught, intends to put words into action in re-marking the disputed South Australian/Victorian border.

VIEW THE SPOT
Screen Shot 2014-04-22 at 7.57.12 am.jpgYou...Be the Judge is now open for voting. It's time for you to show your judging prowess as you take a virtual seat on the New York Festivals executive jury panel and review the best shortlisted advertising campaigns from this past year.

START VOTING OR REGISTER
lialogo.jpgThe 29th LIA Awards is now open for entries. Do you have work that you are proud to have in The LIA Book? This is your chance to have the world's top creative minds see, critique and honour your creativity. About 100 top and talented creative people from all over the globe will convene in Las Vegas to judge LIA's 29th competitions.
 
This year, LIA has added an additional medium to the competition - Branded Entertainment. Under the Branded Entertainment umbrella, judges will award creative solutions that is funded by and complementary to a brand's marketing strategy. This means the work must bear the brand's personality, positioning and marketing objectives. The idea can encompass any piece of content, scripted or unscripted, a comedy or drama as a single submission or a series. It can also take any form, be it film, television, live event, gaming, or music video. One of the main criteria is that it must be entertaining and engaging.

Simon Veksner: Is PR the new scam?

Screen+Shot+2014-04-20+at+10.27.04+pm.jpgBy Simon Veksner, Creative Director, DDB Sydney

Answer: no, it's not.

Consider two new campaigns that were released last week.
 
On the left, a print/outdoor piece for highlighter pens(!) With apologies to those involved... this feels terribly old-fashioned to me.

But the MJ Bale work, on the right, which put a paywave chip in the arm of a suit, is a totally different beast. READ ON...
Screen Shot 2014-04-22 at 7.17.05 am.jpgCase Study: Introducing Kia's Game On. A World first App that allowed tennis fans to return serves from a live Television Broadcast, using their smart phone as a racquet. Agencies: Innocean Australia, Mnet Mobile and Initiative Media.

VIEW THE CONCEPT
Coffee.jpgMarketforce Perth has created a campaign to launch Coffees of Hope.

It's the first major campaign for Classroom of Hope, an innovative digital charity who's aim is to eradicate poverty in developing countries, by giving kids access to quality primary education.

In a world first, Coffees of Hope is a Facebook app that encourages people to buy their friends a virtual coffee (just $4) and in so doing they go into the draw to win a trip to Cambodia to visit the schools they've helped - it's informative, it's interactive and it's fun.

The video embedded in the app was created by creative team Megan Riley and Alida Henson, who also developed the coffees of Hope logo and overall app design.

VIEW THE IDEA.
GO TO THE WEBSITE
Facebook.jpgStaples Australia has gone to market with an awareness-driving radio and outdoor campaign via GPY&R and IdeaWorks Sydney, that prompts people to use Staples Hype Highlighters precisely for what they're intended - highlighting 'what's important'. Albeit, in a fresh way.

The work takes a very close look at the terms and conditions of the world's most popular brands and highlights some of the more controversial terms buried in the overly complex and long-winded documents.
 
The campaign positions Hype highlighters as a consumer champion, by taking on the task of digging through T&Cs and exposing specific pieces of information that people should be aware of, with the help of their vibrant pigments.

VIEW THE FACEBOOK AD
VIEW THE INSTAGRAM AD
VIEW THE ITUNES AD
LISTEN TO THE SUSHI CHEF SPOT
LISTEN TO THE BOMB SPOT
LISTEN TO THE INSURANCE SPOT
LISTEN TO THE HOME LOAN SPOT
LISTEN TO THE CERVIX SPOT
ChristelH_lowres.jpgThe Nescafé Azera team has announced designer, Christel Hadiwibawa, the winner of #theazeraproject, following a competition via Publicis Mojo Sydney, involving three emerging designers who accepted the challenge of creating the ultimate re-use for the coffee plunger.

To demonstrate that coffee has evolved and there is no longer a need for coffee lovers to use a plunger, the team behind Nescafé Azera, a combination of premium instant coffee and finely ground beans, has launched #theazeraproject which saw the designers use 150 plungers to create something new and functional.

VIEW THE CAMPAIGN SITE
VIEW CHRISTEL VIDEO
VIEW SEATON VIDEO
VIEW JACOB VIDEO
08c99b8.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's Bestads guest judge is Jordan Atlas, SVP, executive creative director at Ignited in LA.

BEST TV
Winner: Thai Life Insurance: Unsung Hero. A powerful bit of storytelling that unveils an authentic snapshot of humanity at its finest. I watched this over and over again, finding new elements that made it better with every viewing. I'm torn whether I would categorize this as a tearjerker or feel good commercial of the year. Perhaps that's what makes it so amazing. READ ON...

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A blog for advertising creatives in Australia. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).
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