Campaign Brief Creative Circle: What’s hot in March?
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 Tightknit Studio’s Evan Roberts; Clemenger BBDO’s Anna Paine, Kerfuffle’s Joe Sibley; AKQA’s Fong Ong; HERO’s Kean Szczur and VML’s Maddy McGuinness.
Evan Roberts, Tightknit Studio
I really wanted to pick something that wasn’t Uber or Telstra, but damn, the Telstra e-waste synth is pretty great. A clear message delivered creatively, superbly crafted, with a track built for my generation of ears.
Client: Telstra; Creative Agency: +61 with Bear Meets Eagle on Fire; Director: Matt Devine; Production Company: Revolver
Anna Paine, Clemenger BBDO
The latest round of ‘Just enough bank’ is my pick. Just enough weird. A good amount of insight. And more than enough humour.
Client: Bankwest; Creative Agency: Bear Meets Eagle On Fire; Director: Steve Ayson; Production Company: 3&7
Joe Sibley, Kerfuffle
Cooper’s “Reserved for Good Mates” by Sunday Gravy and Revolver is great I think. It’s a unique thing that feels different for a beer. It made me take notice and laugh at the stupidity in its honesty. The people felt real and like they care for each other. Most importantly, I liked Cooper’s more after watching it. Well done to the folks that made it.
Client: Coopers; Creative Agency: Sunday Gravy; Director: Matt Devine; Production Company: Revolver
Fong Ong, AKQA
Westpac’s Double You is a smart little brand flex by turning their iconic W into a warm, playful metaphor for partnership. I like that the OOH carries the same warmth without it feeling like matching luggage, just a quiet reminder of how powerful design can be when the asset does the heavy lifting.
Client: Westpac; Creative Agencies: The Tuesday Club, BMF; Director: Michael Spiccia; Production Company: Scoundrel
Kean Szczur, HERO
There’s something satisfying about how literal the idea is. A giant inflatable safety cushion appears in potentially dangerous moments, and then quietly resolves into the GIO logo. It’s branding baked into the concept, not slapped on at the end. In a category that often leans into melodrama or chaos, this feels confident enough to stay simple. A simple idea with good craft always lands.
Client: GIO – Suncorp Group; Creative Agencies: Leo Australia, Publicis London; Director: Torstein Bjorklund; Production Companies: Good Oil, Publicis Production
Maddy McGuinness, VML
I love this set of Streets OOH by Thinkerbell. What a treat. Delightfully simple and the perfect homage to Aussie summer, this is exactly how you say icon status. It’s not often you see an ad and ask, ‘Are they selling prints?’ but I’d definitely hang one of these in my home.
Client: The Magnum Ice Cream Company; Creative and Earned Agency: Thinkerbell; Media & Production: oOh!
VIEW PREVIOUS CREATIVE CIRCLES HERE
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