Campaign Brief Creative Circle: What’s hot in April?
Each month, Campaign Brief invites top 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’s Creative Circle features Thinkerbell’s Ben Couzens, Bullfrog’s Phoebe Sloane; VML’s Richards Williams; Sunday Gravy’s Mary Graham; Clemenger BBDO’s Cody Naetzker and KWP+Partners’ Sascha Wilkosz.
Ben Couzens, Thinkerbell
I really like the insight (and execution) of the latest Lamb work. A simple insight that has been absolutely milked with the execution. I’m sure it was a fun one to create and shape.
Client: MLA; Creative Agency: Droga5 ANZ; Director: Dave Wood, Production Company: Good Oil
Phoebe Sloane, Bullfrog
This campaign’s strength lies in its restraint. It’s an elegantly made idea that draws its power from a simple, deeply human truth. By putting donation recipients at the centre of a re-imagined Unstoppable, Lifeblood transforms a popular song into a profound piece of evidence. The result feels generous, moving and real. Also, Tina Arena. Need I say more?
Client: Australian Red Cross Lifeblood; Creative Agency: M+C Saatchi Australia; Director: Bill Bleakely; Production Company: MOFA
Richard Williams, VML
Surprisingly It has been a little quiet on the work front from Australia in the lead up to the Cannes deadline…But I do like the insight in the Honda Lawnmower work that your garden won’t break a Honda. For a traditionally low interest category it is nice work and very well executed by Glue Society.
Client: Honda; Creative Agency: Howatson+Company; Director: Luke Nuto; Director Collective: Glue Society; Production Company: Revolver
Mary Graham, Sunday Gravy
Love me an anthropomorphic bear, and this month I was spoilt for choice. But this bear’s face had just the right level of handmade creepiness I look for in anthropomorphic bears. As AI seeps into everything, it’s great to see some tactile craft at play.
Client: Jack Links; Agencies: Special + Hatched; Director: Nathan Ceddia; Production Company: Hooves
Cody Naetzker, Clemenger BBDO
A simple brand idea executed with craft and care. Again. Love it (or hate it), Telstra is becoming a cultural reference point. Kudos to Brent, Micah, and +61 team.
Client: Telstra; Creative Agencies: Bear Meets Eagle On Fire, +61; Directors: Smith & Foulkes; Production Company: Riff Raff
Sascha Wilkosz, KWP+Partners
When I first saw Sunday Gravy’s Coober Pedy Classic, I was drawn to how it felt like the crew rocked up, cracked a few beers, frisbeed some grass patches around and hit record. Which is a damn feat, because creating something that feels this effortless usually takes a hell of a lot of effort. It’s one of those ideas that gets better (and more absurd) the more you look into it.
Client: Coopers; Creative Agency: Sunday Gravy; Director: Hayden Somerville; Production Company: MOFA
VIEW PREVIOUS CREATIVE CIRCLES HERE
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