Ron Samuel AdFest Dairy: Day 1

Ron 1.jpegRon Samuel is executive creative director/partner Cooch Creative & Communication (pictured left) reports for Campaign Brief Asia from AdFest 2018.

Day 1. Wednesday 21 March
The theme for this is year is 'Transform', which is very relevant given the challenges and changes facing our industry. I saw quite few transformations on our first night in town, which was an early one by AdFest standards.

For me, this year seems to be about an industry trying to work out what's going to happen next and how creativity must adapt, if it is to have a voice. This was reflected in the speaker line up which looked beyond advertising to try and make sense of where we are heading.
Screen Shot 2018-03-23 at 12.29.58 pm.jpgMercedes-Benz Australia via Online Circle Digital, has launched an online game which gives users the chance to win daily prizes at the Formula 1 2018 Rolex Australian Grand Prix.

The game, a first for the automaker, has seen players all over the nation join the Mercedes-AMG Petronas Pit Crew to tap and swipe their way to victory through several levels. Based on the objectives of speed and precision, the online game plays and mimics the requirements of the Mercedes-AMG Petronas Pit Crew who consistently deliver sub 2.5 second stops. Between each round, players are served facts about Formula 1 and Mercedes-AMG Petronas.


Laura Geagea's AdFest Diary: Day 1 and 2

Laura Geagea.jpgLaura Geagea, Managing Director and Executive Producer of China, Asia & MENA at Sweetshop (pictured) reports for Campaign Brief Asia from AdFest 2018.

Transforming ideas is our role
An interesting task for our ever-changing, ever-innovative industry and a great topic to start off this year's AdFest with the brave theme of TRANSFORM!

Here we are at the start of the festival season at the AdFest 2018. Speakers, delegates, sponsors and guests all arrived in Pattaya on Tuesday kicking off four days of talks, workshops, cocktails and networking. Culminating in the awards ceremonies on Friday and Saturday evening where contestants will be hoping to take home a lovely Lotus!
Tiger_Wallpaper (1).jpgTiger Beer has unveiled its latest campaign via Marcel Sydney, which takes this idea of 'Uncaged heroes', and focuses on a specific type of young creative: those whose bold approach to their craft also serves a good cause. 
Since 2013, World Acclaimed Tiger Beer, has championed emerging Asian talent. Now the brand's rallying call to 'Uncage' and bravery to pursue passions, this campaign demonstrates how far the impact of creative courage can go.

Screen Shot 2018-03-23 at 10.16.25 am.jpgIntent on shaking up the Australian betting establishment, industry newcomer PointsBet has announced that 'There's A New Player In Town' in a launch campaign via Melbourne independent, Fenton Stephens, and 2017 LIA Global Production Company of the Year, AIRBAG.

PointsBet is Australia's only online bookmaker offering both traditional fixed odds betting (Sports & Racing) as well as a new betting format called "spread betting", posing a genuine point of difference in a market sorely lacking one. The brand spot assertively makes the point that the 'same old' world of betting is about to get smashed to pieces.

Screen Shot 2018-03-22 at 1.07.51 pm.jpgRenowned film director Patrick Fileti will be showcasing his latest short film "Undercurrent" at Golden Age Cinema in Surry Hills next Wednesday 28th March at 5.45pm followed by drinks at the bar.

Fileti developed the script after interviewing and photographing over fifty Australian refugees as part his featured exhibition at Head On Photo Festival 2017 in support of The Refugee Council.

Undercurrent is currently playing at the prestigious Arte Art Prize Laguna in Venice, Italy as well as festivals worldwide including:  Mecal Pro International Film Festival in Barcelona, Flickerfest International Film Festival and Human Rights Arts & Film Festival.

Synopsis: After a dangerous sea crossing, a young Syrian girl faced with tragedy is forced to find hope. Undercurrent is a meditation on survival, grief and the outcome of war.

Screen Shot 2018-03-23 at 8.25.35 am.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

While not all work submitted to the One Show 2018 was a Tide entry, P&G's 'It's a Tide Ad Campaign' certainly had the judges second-guessing. Just ask Matt Ian, ECD at Droga5 and One Show Film juror, who selected the offbeat Super Bowl campaign from Saatchi & Saatchi New York, Rattling Stick, The Mill, Arcade Edit and Personal Music as his Pick of the Day.

"I thought that the idea of subverting the Super Bowl to make every ad a Tide ad was incredible."

Screen Shot 2018-03-23 at 8.21.02 am.jpgThe jury members are halfway through judging entries for The One Show 2018 and ADC 97th Annual Awards in Punta Cana, Dominican Republic and New York, and have created a 90-second video about the judging experience in the words of jury members themselves.

Much has been said about the sensation of winning a One Show Pencil or an ADC Cube, but what is it like to judge these two world-class creative competitions?  The esteemed jury members from both The One Show 2018 and the ADC 97th Annual Awards reflect on the efforts that go into selecting the very best creative works of the past year in a new video called 'In Search of Gold: Judging the Awards of The One Club for Creativity'

Screen Shot 2018-03-23 at 8.13.32 am.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

In the midst of Europe's immigration crisis and ahead of France's presidential election, FRED & FARID's 'Libé Des Réfugiés' campaign for French daily Libération gave a voice to the voiceless, by turning over control of the newspaper to migrants and refugees for a single day. This provocative submission was one of many that stood out to Carol Lambert, ECD, Publicis Dublin and One Show 2018 Print & Outdoor judge, who selected it as her Pick of the Day.

"I hope this inspires creatives to think about using print in a way that maybe they haven't before..."

Posterscope F1GP_1 (1)lr.jpgOut-of-Home specialist agency Posterscope has deployed Liveposter to create excitement and anticipation in the lead up to the Formula 1 2018 Rolex Australian Grand Prix in Melbourne, launching a campaign featuring a dynamic countdown and final results to be displayed across multiple out-of-home sites.

The Liveposter platform will deliver a clock that counts down the days hours and minutes that lead up to the Formula 1 2018 Rolex Australian Grand Prix, then showcasing the winner of the race within minutes of the result.
image007-thumb-400x287-258797.jpgTonic the Agency and LG Australia have received two Gold Awards at the prestigious 2018 New York Festival AME Awards for their 'Bring Cinema Home' campaign.
The New York Festival AME Awards honour work that demonstrates ground-breaking solutions to challenging marketing problems across the globe. According to the organisation, winning campaigns address a challenge in the marketplace, with the creation of a thorough marketing plan to deliver a successful execution, and utilise outstanding creative solutions. LG Electronics Australia and Tonic the Agency received gold awards in two categories for 'Bring Cinema Home': Electronic, Consumer and Guerrilla/alternative media.
knight-frank-logo.jpgEmerging independent media agency Kaimera has won the media account for real estate business Knight Frank.

Founded in London in 1896, Knight Frank has a strong commercial real estate business in Australia with a growing residential offering. The business has 26 offices across the country and employs more than 1,000 people.

The media account was contested by a four-way pitch with Kaimera selected to handle all brand and service line campaign media including strategy, consulting, planning and buying.
BMF-Creatives_Elizabeth_James_Emily-web.jpgBMF Sydney continues to strengthen its award-winning Creative department with a new hire and promotions.

Senior Art Director Elizabeth Commandeur (far left) has joined, with over 10 years' experience working in Sydney, New Zealand, Hong Kong and most recently Copenhagen, where she was Associate Creative Director at VICE Scandinavia. Elizabeth's work has been awarded in Cannes, D&AD, the Webbys, Spikes, ONE Show and NYFestivals.

Creative James Sexton (above centre), has been promoted to Senior Copywriter. He moved to BMF in 2015 and his recent work for Football Federation Australia 'You've Gotta Have a Team' and Sportsbet 'Putting the 'Roid in Android' with Ben Johnson, has been awarded at the ONE Show, Cannes, D&AD, Clios, Spikes and LIA, amongst others.
Saatchi-CEO-Portrait-web.jpgSaatchi & Saatchi Australia CEO Michael Rebelo has today announced that after six years at the helm, he is passing the leadership mantle over to newly appointed successor, Anthony Gregorio, most recently CEO of Havas Australia.

Following an extensive global and local search, Gregorio (pictured far left with Rebelo), who departed the group CEO role at Havas in October last year, has been appointed as CEO to lead the agency at a national level and will be supported by Rebelo, who will continue as CEO of Publicis Communications ANZ and in his role as Chairman of Saatchi & Saatchi ANZ.

An experienced agency leader with a proven track record of building successful businesses and award winning campaigns, Gregorio enjoyed enviable creative and commercial achievements in his most recent role as CEO of Havas Worldwide Group; winning the inaugural Grand Prix for Effectiveness at Cannes, the coveted Black Pencil at D&AD Awards and seeing Havas Sydney named Campaign Brief "NSW Agency of the Year".
Strand_1.jpgIn an unusual move for a fashion retailer, Sydney's iconic Strand Arcade via The Royals, has shot its Autumn/Winter 2018 campaign in the dark using thermal imaging technology to highlight the importance of 'feel' not just looks when shopping for fashion.

Created by The Royals in partnership with Collider, the campaign breaks today with a 60-second film that focuses on the thrill of discovering pieces purely through touch. Titled 'Feel the Night', the experimental film shows textile and fibre artist Tammy Kanat shopping in the beautiful Strand Arcade building after dark - with a thermal imaging camera picking up thermal energy to create visible footage of Tammy and the clothing.

Screen Shot 2018-03-22 at 1.19.18 pm.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

No clowning around: Kentaro Kimura, co-CEO, executive creative director at Tokyo's Hakuhodo and One Show 2018 Cross-Platform jury member, really loves "Scary Clown Night", Burger King's grease-painted efforts to troll the Golden Arches, created by LOLA MullenLowe, Only 925 and Vision Media of Madrid and Weber Shandwick of London.

"It was a very clever way to make the symbol of the rival brand rush to Burger King! Wow!"

GRAHAM-2.jpgDue to numerous requests the Call for Entries to The Work 2018 has been extended to THURSDAY 29th MARCH, 2018.

Now in its 16th year, The Work features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as a true record of creativity for the entire region. 

There are three things that differentiate The Work 2018 from traditional award shows:

Firstly, entries are FREE.

Secondly, we are selective - to qualify for entry the ad or campaign must have already passed the test and been a finalist or winner at an awards show.

Thirdly, there are no wasted entry fees - only entries that are accepted into The Work incur an acceptance fee.

All entries are uploaded online: Judging will take place mid March and notifications of acceptances will be sent out early April 2018. Accepted work will be featured on The Work 2018 website.

STEP 1. The first step is to register and then log in here. Then follow the upload instructions.

Read this bit: EVERY entry to The Work 2018 must have already "passed the test" and been a WINNER or a FINALIST at a recognised city, national, regional or international awards show between January 1st, 2017 and January 31st, 2018.

Screen Shot 2018-03-22 at 12.57.39 pm.jpgLast night, Goose Island via The Taboo Group successfully hosted a world-first Facebook live auction, selling off its last 12 bottles of Bourbon County Stout in Australia.

Bringing the beer community together, the innovative and unconventional auction saw eager beer enthusiasts bid from all ends of Australia with over $2,128 raised to Pink Boots Society, an organisation empowering women in the brewing industry.

PORTFOLIO-MARCH-2018.jpgPortfolio & Reel's Australian advertising agency and production company directories have just been updated - March 2018.

Click HERE to download agencies

HERE to download Production companies.

Australian Advertising Agency addresses, current creative and production staff lists with contact details.
Australian Production Company contacts, directors, and producers. Plus freelance producers and directors.

All data online, which can be downloaded as either excel or pdf files.
Information is constantly updated.
Subscription valid for one year.


PR Shot Final (1).jpgNatalie Kean (left) and Alex Wright (right) have today formally announced the launch of their first independent venture, Lacuna, a specialist agency offering brand partnerships, talent management, and content creation.

Kean, who concluded a thirteen year tenure at Carat in 2017, most recently as Melbourne's head of partnerships, will launch the agency with GM Holden as a founding client. Lacuna will service Holden through the brand's main agency, Carat.  

Natalie Davey, general manager, marketing and digital communications at GM Holden, said they are thrilled to be on board.
Screen Shot 2018-03-22 at 9.47.55 am.jpgAustralian consumers are less likely to be impressed by designer labels and celebrity endorsements and are among the most competitive in the world, putting pressure on themselves to succeed and judging others by their professional and social successes than the rest of the world.
Such unique insight into how culture Down Under compares with other countries around the globe has been used to create two new products - launched today by global video marketplace Unruly - designed to help Australian advertisers maximise the impact of their video content and target cultural audiences at scale.
Don't Believe in Never (1).jpgFollowing the successful launch of the AFL's new creative platform 'Don't Believe in Never', Channel 7 has commissioned the AFL and Clemenger BBDO Melbourne to produce a 30- minute TV program.

Airing tonight, Thursday March 22, following the 2018 Toyota AFL Premiership Season opening match between the reigning AFL Premiers the Richmond Football Club and the Carlton Football Club, the program titled 'Don't Believe in Never' is an extended version of the short film featuring Richmond launched last week. Featuring coach Damien Hardwick, captain Trent Cotchin, and 2017 Brownlow Medalist Dustin Martin, it plots the highs and lows of the 2016 and 2017 seasons, culminating in Richmond's stunning 2017 Toyota AFL Grand Final win.
Screen Shot 2018-03-22 at 9.02.56 am.jpgShark Shield, the world's only scientifically proven and independently tested shark deterrent technology will today rebrand to Ocean Guardian - Powered by Shark Shield Technology. With over 20 years heritage, it was not a light decision for the brand but necessary to take the organisation to the next level as they continue to lead the way in shark deterrent technology worldwide.

To assist with awareness of the new branding and name, Ocean Guardian - Powered by Shark Shield Technology has also appointed creative agency Banjo as its new advertising agency partner.
Screen Shot 2018-03-22 at 8.20.56 am.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

DDB Paris' whimsical "Emerging Species" entry for Hasbro's Play-Doh really caught the attention of Debbi Vandeven, global CCO at VML, Kansas City and chair of the ADC Interactive Jury. 

"The copywriting is beautiful, and the art direction is wonderful."

Niall-Lochie_360x240.jpgThe Brand Agency has won the single category and Round 5 overall, with the ad "Bottle Siren" for the Road Safety Commission.  Creative team Niall Stephen (left) and Lachlan Banton (right), who have been in the advertising industry for just 12 months, used the sound of blowing across an empty bottle "pan flute style" to imitate the sound of a siren. 

The simplicity of the elements of the ad, deliver the "don't drink and drive" message in a way that stands out.

Listen to the winning ads here.
Screen Shot 2018-03-22 at 7.37.33 am.jpgJudging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief "Pick of the Day" video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.

"In advertising, most of the time we are just afraid of doing anything that could be risky, but here it's celebrated."

Neo Mashigo, creative partner at M&C Saatchi South Africa and One Show 2018 Print & Outdoor Jury Member, was thoroughly impressed by DAVID Miami's "Burning Stores" Burger King campaign, which features photos of real restaurant fires from over the years.

woman-with-phone-1200x525.jpgYoung Victorian workers will soon be able to use their smartphones to help guide them through an increasingly turbulent job landscape as part of the Victorian Government's Tomorrow Me project, created with support from VicHealth and Creative Victoria.

Tomorrow Me is a new digital game experience, created by game design agency Millipede with Education Services Australia and Foundation for Young Australians, to help young people transition from education to full time or secure employment. It is designed to counter the negative impact increased competition and an uncertain work future is having on young Victorians' mental wellbeing.

ALDI-Epic-Reminders_Face (1).jpgBMF is continuing the "Epic Reminders" ongoing platform to jog the memory of every Australian looking for high quality products at great prices available in ALDI Special Buys.

This time, ALDI has turned a face and a tie into an Epic Reminder.

Screen Shot 2018-03-22 at 6.44.23 am.jpgAirAsia has uncovered the breadth and beauty of 130 destinations found within its network as part of a new brand campaign via Publicis Brisbane, specifically targeted at Australians.

The campaign, which will roll out across digital, social, cinema and out of home channels invites Australians to unlock the millions of travel possibilities by enjoying the warmth and welcoming hospitality of Asia.

Red Engine SCC Hireslr.jpgMarking the next stage of the digital creative agency's evolution, Red Engine SCC has announced two key senior hires with the appointment of Jye Smith (right) as general manager and strategy director and Dan Saunders (left) as group executive creative director. Senior account manager Katy Ward (centre) has also been promoted to account director.

Following the departure of the agency's general manager and strategy director, Kate Richardson, Smith has returned to Australia from Hong Kong to jointly lead Red Engine SCC alongside founder and CEO, Julian Townley.

Cate Stewart joins Scoundrel's roster of directors

Cate_Stewart_Press Release.jpgScoundrel has announced the signing of Cate Stewart to the roster of local talent.

Says Adrian Shapiro, EP and founder, Scoundrel: "Cate brings solid visual and design credentials together with a healthy sense of humanity to her work. She is just as comfortable directing comedy as she is emotive and visually stunning pieces and we can't wait to collaborate with her."
image001.jpgAncestry has announced the launch of a new TV brand campaign via its local creative agency, which showcases the personal impact that unlocking family history can have on identity, self-discovery and understanding who you are.
The campaign videos, which follow the brand's "Life Stages" online series (launched in February), follow the journeys of three Australians - surfboard shaper James Cheal, Chilli Surfboards, travel and lifestyle blogger, and creator of The Vista, Julia Ashwood, and winemaker Glen Robert of Bent Road Wine - as they uncover their pasts, deepening their self-understanding, and inspiring their futures.

Screen Shot 2018-03-22 at 6.17.13 am.jpgHost/Havas executive creative director Ant Melder has joined forces with Dr. Robert Hackett and PatientSafe Network to help drive forward a breakthrough initiative around patient safety. Supported by Host/Havas, the initiative has a dynamic approach to problem-solving, aiming to implement ideas that make hospitals as safe as possible.

The initiative has launched following a finding from the British Medical Journal that medical error is the third biggest cause of death, after disease and stroke. Exact figures are difficult to confirm due to lack of transparency, however World Health Organisation data shows that communication errors are the root cause of the majority of adverse events in hospitals.

Joyce King Thomas.jpgJoyce King Thomas is at AdFest this week as the festival's Grand Jury President.
As Chairman and Chief Creative Officer of McCann XBC, she is best known as co-creator of MasterCard's "Priceless" campaign (which has just celebrated its 20th anniversary) and has helped create noteworthy work for Nikon, Staples, Verizon, Marriott Hotels, and the Ad Council.
She was also part of the team behind "Fearless Girl" for State Street Global Advisors.
CB Asia caught up with Joyce - this year's Grand Jury President - as judging began at AdFest 2018.
Your "Priceless" Campaign had a massive global impact. Were there any markets you weren't able to reach -- or places where the idea didn't catch on at all?
 Some markets took a little bit longer for it to work, but some markets were very easy. In Brazil, for example, it became popular very quickly: "No tiene precio." One of the interesting challenges was Japan, where there was absolutely no Japanese word that translated for "priceless".
Tamon Fujimi_MassiveMusic.jpgCampaign Brief Asia asked Tamon Fujimi of MassiveMusic what to expect from his session at AdFest 2018 today, 2:30pm.

Would you give us a taste of your upcoming session?
I'm going to talk about how music can help advertising be more effective, influence people psychologically and create a better return on investment. Typically music is the last thing to be chosen and isn't as well thought out due to process or budgeting, but we've proven that it can really help the visual impact.

How do you feel music has transformed over the years in advertising?
Unfortunately, music has taken a backseat. Budgets along with music quality have gone down. Less effort is applied to creating truly compelling sounds. These days most people see commercials on the internet or social media and oftentimes the budgets for music in these creations are low, or the music is applied with less thought or effort than in the past.
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