Campaign Brief Creative Circle: What’s hot in June?
Each month Campaign Brief invites top creatives to choose one standout piece of Australian work that isn’t from their own agency. It’s a space for celebrating the craft, fresh thinking and homegrown creativity that continues to raise the bar in our industry.
June 2025’s edition features Matt Lawson, ATime&Place; Charlotte Adorjan, TABOO; Nathan Moraza, Akcelo; Alexandra Antoniou, Freelance; Justin Ruben, Oblong Creative; and Abby Moulton, Showpony Adelaide.
Matt Lawson, ATime&Place
Tarzan before he became the King of the jungle working in a boring corporate job. That’s a movie I’d watch. But it also really works, maybe even more so, as a 30 second spot for Seek. Great comedic premise, brilliant twist on the “find the perfect job for you” way in, executed to aplomb. Yes, I just haven’t used aplomb in a while and thought I’d throw it out there. That’s as wild as I get these days. I need a new job.
Client: SEEK. Agency: Droga5. Director: Taso Alexander. Production Company: Revolver.
Charlotte Adorjan, TABOO
I’m sad to say I struggled to think of something great I’ve seen coming from our island recently. It’s hard when it’s global award season out there and some awesome work is being paraded on the socials. But…phew! Bankwest Just% Enough% Bank% campaign has restored some faith. This is the kind of campaign I love. A big, campaignable, simple thought, with room for loads of lols that celebrate odd human truths, all crafted to perfection. I love the telly ads, they remind me of old Fox Sport spots from 20 years ago. (Look up ‘Beware of Things Made in October’.) And it works really well in OOH. Jealous. I’m gonna put an American VO on all my films now.
Client: Bankwest. Agency: Bear Meets Eagle On Fire. Director: Steve Ayson. Production Company: 3&7.
Nathan Moraza, Akcelo
Every Mother’s Day, we see the same old line: “Get your mother what she really wants.” It’s a lazy attempt to sell something she’s never asked for. For Kitchen Warehouse, that pitch falls flat, because suggesting more time in the kitchen as a gift is a terrible idea for Mum. But some mums do like cooking. And for the mums that do, being able to tell people what they want without feeling obnoxious about it is pretty great.
Client: Kitchen Warehouse. Agency: Special.
Alexandra Antoniou, Freelance
I’m trying to remember the last time I used a pay phone. It could have been the 90s when I prank called my sister pretending to be a guy she liked from school. Or 30 years later, when I masterfully fielded questions from my 6 year old son about how exactly this weird contraption could contact Santa directly. Hardly emergency situations. But still memorable ones.
+61 with Bear Meets Eagle on Fire’s Rescue Phones transformed Telstra’s pay phones into symbolic representations of their roles in emergencies and vulnerable situations. These installations beautifully demonstrate that delicate dance between simplicity of execution and importance of messaging.
I can only imagine the hours of craft and care that went into each piece, giving the ‘Hope Phone’ an unexpected second act – sparking hope in creatives Australia-wide that craft within advertising hasn’t gone the way of the landline.
Client: Telstra. Agencies: +61 with Bear Meets Eagle On Fire.
Justin Ruben, Oblong Creative
I’m choosing the SBS We Go There ad. It’s really fun, well directed and more importantly on brand for SBS. I love the idea that you can only see it on SBS. The streaker is a smart vehicle to take you through SBS content. Also nudity was what got me into SBS as a teenager and allowed me to develop my love for Eastern European films. My family was very surprised when I was fluent in Polish, all thanks to SBS.
Abby Moulton, Showpony Adelaide
My pick would have to be the new work for SBS by Droga5 ANZ. I appreciate the boundary being completely crossed. And it’s not shock for shock’s sake, it’s true to the brand. It’s memorable, brave and one of those spots you look at and go “how’d they get that over the line?”. “We go there” ties it all up nicely, grounded in a solid brand truth.
https://www.sbs.com.au/ondemand/watch/2425430083737 – to see it in its entirety, it can only be viewed on SBS. Brilliant.
Client: SBS. Agency: Droga5. Director: Damien Shatford. Production Company: The Sweetshop
View previous editions of Creative Circle below: