Campaign Brief Creative Circle: What’s hot in December?
Each month, Campaign Brief invites a group of creatives to choose one standout piece of Australian work made outside their own agency – a space to celebrate the fresh thinking, craft and homegrown creativity pushing the industry forward.
This month features DDB Sydney’s Matt Chandler; Ogilvy’s Nina East; Bear Meets Eagle On Fire’s Paul Gregson; The General Store’s Sharon Edmondston, Cocogun’s Ant Melder; and HERO’s Katelyn Testa.
Matt Chandler, DDB Sydney
I loved the cheeky dig VB took at the English, giving them all a simple reminder of the rules after the palaver of 2023.
In = In.
Out = Out.
Write it on your hand.
Enjoyed that a lot.
It’s a lovely idea with some very nice writing, and it also filled me with joy knowing realising that summer, cricket and the end of the year were at last near.
Client: Victoria Bitter; Agency: Droga5 ANZ; Media: PHD; Director: Max Greenstein; Production Company: Betty Wants In
Nina East, Ogilvy
This month’s stand out for me is the new Drumstick Road-Trippers campaign. I love how they’ve really leaned into Aussie culture. Flavours inspired by the country’s obsession with big things. Laugh out loud vignettes – beautifully simple. And I especially love how it’s playing out on social with the Servo Reviews. Simple, clever, funny and just what we need heading into summer.
Client: Peters Ice Cream; Agency: SICKDOGWOLFMAN; Director: Mitch Kennedy; Production Company: The Producers
Paul Gregson, Bear Meets Eagle On Fire
In the season where everyone is bending over backwards to pull our emotional heartstrings I applaud the Didi “Yes, I Summer” work by Sunday Gravy.
It’s right up my street, funny, silly, memorable, great music, and got a dude casually swinging swords.
It breaks the rules but importantly didn’t forget the craft – Lovely stuff as always from OOFT Studios.
For a more festive (albeit less local) pick – check out Brach’s – Candy Cane Thief. “Run!!!!!”
Client: DiDi; Agency: Sunday Gravy; Production: OOFT Studios; Music composition: Electric Sheep
Sharon Edmondston, The General Store
I’ve been Ausifying My Algo for years now, so for me I can’t go past this new release timed to coincide with Aus Music month. A genuinely clever participation campaign, crowd sourcing 23 all-Aussie playlists in 30 days, every touch point crafted within an inch of its life and featuring some of the industry’s heavy hitters. Flipping algorithm culture on its head to make local music discovery feel like a creative revolution. This one’s a total banger.
Client: Music Australia; Agency: Bureau of Everything; Director: VERSUS (Tanya Babić & Jason Sukadana); Production Company: VERSUSPROD
Ant Melder, Cocogun
I’m into the Ausify Your Algo campaign. For starters, I LOVE the line (chopping a chunk off a word with 57 syllables and just chucking an ‘o’ on the end is just brilliantly Aussie). And I like the way it presents a really smart, easily actionable solution to a tricky problem in an entertaining way. Nice use of the artists to unpack the idea and the whole kit of parts across social, digital, posters and film feels appropriately cool, cohesive, inspiring and irreverent. Or should that be ‘irrevo’?!
Client: Music Australia; Agency: Bureau of Everything; Director: VERSUS (Tanya Babić & Jason Sukadana); Production Company: VERSUSPROD
Katelyn Testa, HERO
I love the simplicity and ‘instant get’ of this campaign – it feels very AWARD School / classic advertising, which I mean in the best possible way. The pairing of the straight line and interesting visual works wonders, no need for over the top puns or proof points.
In a world where we’re all debating about AI taking our jobs, this echoes similar sentiments from other technology leaps of the past. (Appreciate the humour of the horse receiving the parking ticket too!). Big ups to the team on this one – 5 stars from me.
Client: BYD; Agency: TABOO; Directed by: Glue Society; Production Company: Revolver; Photographer: Steve Boniface; Production: Loupe Agency
VIEW PREVIOUS CREATIVE CIRCLES HERE
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