Campaign Brief Creative Circle: What’s hot in January?

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 features NATION’s Katheryn Korczak; Howatson+Company’s Chris Cheeseman; Thinkerbell’s Cat Williams; The Hallway’s Dan Saunders; Havas Host’s Anna Yates; and Hellions’ Dan Sparkes.

Katheryn Korczak, NATION

Wonderfully weird yet makes perfect sense. They took typical pub chat and turned it into creative inspo to show the most outlandish scenarios possible. Random, crazy, pure imagination – I love it. The work embraces Japan’s unique style of advertising and brings irreverence to explain the rational. We could all afford to embrace more of the silly because when it’s done like this, it’s bloody sensational. To be honest, I’ve never tried a -196 but I think I’m already a convert.

Client: Suntory Global Spirits; Agencies; Droga5 ANZ, Droga5 Tokyo; Director: Arthur Studholme; Production Company: FINCH

Cat Williams, Thinkerbell

Budget Direct takes it for me. Why you might ask? It’s a complete commitment to an idea.

Creativity is often about ignoring opinion, and following through consistently on an idea. And having the confidence to stay with it.

That’s what the Budget Direct work continues to do. They’ve built equity and character into these characters, and continue to use them to cut through, be playful and be distinctive. It’s all very on brand, and all very fun.

Client: Budget Direct; Agency: 303; Director: Hamish Rothwell; Production Company: Good Oil

Chris Cheeseman, Howatson+Company

Gold in Print Craft for an entry kit you’d happily hang on your wall.

Silver for art direction and the beautiful use of 1900s ornithological illustration.

Plus a couple of bronzes for copywriting and their wonderfully simple piece of film.

Lovely to see an award show campaign setting the creative bar for its entrants. Bravo.

Client: ACA; Agency: Bear Meets Eagle On Fire; Director: Leilani Croucher; Production Company: Revolver

Dan Saunders, The Hallway

I loved this spot for its ambition. A simple idea, brilliantly executed, playful, fun to watch, and genuinely memorable. What more do you need? There’s no over explaining, no clutter, just a clear creative idea brought to life with craft and charm. ( note the little drummer robot at the end ) Telstra and the team do it again. Well done.

Client: Telstra; Agencies: +61, Bear Meets Eagle On Fire; Director: Martin Krejci; Production Companies: EXIT Films, Ruffian LLC, Merman

Anna Yates, Havas Host

I’m a sucker for an ad that’s more than just an ad. This one combines great writing, excellent casting and a top-notch song choice, with a big idea that gets the public interacting with the campaign rather than just watching it. If I ever get around to transferring my Kiwi driver’s license to an Aussie one (unlikely) I might just download the app and win myself some prizes.

Client: Suncorp; Agency: Leo; Director: Ariel Martin; Production Companies: PXP, Scoundrel

Dan Sparkes, Hellions

Coopers Reserved for Good Mates caught my eye and ears recently. It’s a masterclass in creative discipline and restraint, with every script and production decision serving the core idea. Well-considered writing, brilliant casting and direction add to the hilarity. Our preconceptions of a middle-aged pub band meeting their aspirational understanding of one another make it feel special. So much so, I can’t wait to catch up with my mates, crack a cold one, and ask something important. Hat’s off Sunday and Matt.

Client: Coopers; Agency: Sunday Gravy, Director: Matt Devine; Production Company: Revolver

VIEW PREVIOUS CREATIVE CIRCLES HERE

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