HUMAN TAKES OUT THE AUGUST/SEPTEMBER ‘COULD BE A CAXTON’ COMPETITION
The NRMA ‘Unworry’ ad campaign, via Sydney company, Human, has been announced as the August/September winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis.
Client: NRMA
Agency: Human, Sydney
Creative Directors: Justine Metcalfe & Adam Whitehead
Writer: Tony Hardy
Bridget Taylor, Deputy Creative Director of DDB Auckland and the judge of the August/September competition, said about the winner: “It occurred to me while I was judging these awards, that the ads in newspapers are often the only good news. Amongst the doom and gloom of financial collapse, water shortages and downright mean behaviour, we have the chance to make people smile. We get to engage, entertain, or at least give viewers pause before the next bit of bad news.
My pick for this month made me smile. Not just because it used made up words, which I’m rather fond of. The tone of Unworry for NRMA Insurance is charming and quite brave for the category. I also think the art direction is well handled. I really hope it worked, because I’d like to see more clients making ads like this.”
An honourable mention also went to Ogilvy New Zealand for their Auckland Zoo ad:
Client: Auckland Zoo
Agency: Ogilvy New Zealand
ECD: Roy Meares
Creatives: Tom Paine, Damon O’Leary, Basil Christensen
Judges Comment: “Auckland Zoo is a worthy runner up, because it is grounded in truth. Tigers are vicious killers, but because they look cute we forgive them. The style of illustration and type also reproduces well in newsprint.”
The October/November competition is now open for entries. It’s free to enter and anyone can submit nominations. For more information on how to enter the Could Be a Caxton competition and the Caxtons in general, visit www.thecaxtonawards.com.au.
14 Comments
Like the zoo idea. Great Art work.
I thought the typography could have helped bring the copy to life a bit more though. A style of type that injects more of a ‘aww, ain’t that sweeet’ feeling for those first 2 lines then a different type for the final line; a typeface with a sterner, more abrupt tone.
Both are just brilliant. I feel sharp pains of jealousy when I read the un ad, its so beautifully written, and the tiger one just plain made me laugh out loud. Nice!
That’s a good’un.
Great line on the Tiger execution.
Old school and fantastic.
Ironic. Tiger Tony almost being taken down by a tiger ad. Nice work Tiger. God Speed.
unboring?
Justine, Adam and Co have taken a seriously misguided brand and given it a voice of truth.
…and it looks fanfuckingtastic.
Great Work!
Er…I understand David Rollins was the originator of the Power of Un idea. Why isn’t he credited?
Very nice job Tone. Good to see you still love a copy opportunity.
Very Un shit.
Frank
6.19pm. Say it louder.
UNBORING.
Yet again the anz parochials have failed to check if this brilliant idea has been done before. Un-fortunately it has. Very famously by Crispin Porter + Bogusky for IKEA. Surely the judge should have realised this?
What a shame it has been done.
However we in ad land are the only ones who give a sh*t about that.
I bet the punters love this stuff, I know my hubbie does.
Well done guys [ oops and girl ].
Very uninspiring… do you guys phone each other up before you go online to stroke each other’s egos?
Does the nrma “un” campaign owe anything to a couple of skate boarders from cronulla, who used to advertise in DRUM?
Think I need to go do some sit ups at Virgin Active.
Oh sorry, what were we blogging again?