MasterChef launches poster campaign for its ‘Professionals’ franchise on Channel 10 via The Monkeys and photographer Toby Dixon
January 23 2013, 9:43 am | | 19 Comments
The Monkeys, together with photographer Toby Dixon, have created a provocative poster campaign to build excitement around Channel Ten’s new MasterChef: The Professionals franchise.
Running on large format billboards and transit media nationally, each execution builds on the credentials and reputations of its charismatic hosts Matt Preston and chef Marco Pierre White.
The program premiered strongly on Sunday night for Ten, dominating with a peak audience of 1.39m viewers and continued its ratings success on Monday, by becoming the most watched non-news program of the night with 1.019m capital city viewers. This is the first work The Monkeys have done with Channel 10.
Agency: The Monkeys
Photographer: Toby Dixon
19 Comments
gun with a knife – nice line
Should be
“famous chef making chefs famous”
Brilliant portrait photography.
Well, the knife line is ok.
The rest are average at best.
Best poster campaign in the last 12 months in Aus.
Best poster campaign in the last 12 months in the world.
Shoddy, really shoddy work.
In the ‘famous’ one it looks like Preston is holding White by the arm. Gave me a little homoerotic thrill, that one.
Solid poster campaign. The Chef who made Gordon Ramsey cry. Can’t beat a powerful true headline. Nice.
2:36 / 3:20
Really?
I thought they were done in-house by ten. Nice, but not brilliant.
Nice lines, great photography. Well done.
Reads like a press release from the photographer or his agent promoting work that has a very similar look and feel (dare I say rip off) to pictures taken for Iron Chef in the US about 7 years ago. Nice headlines though, shame the photographer didn’t take it to the next level.
Captivating, conceptually innovative and based on a solid ‘product’ truth, I suspect we may be witnessing black pencil work here.
In the last poster, Preston and White appear to be arm in arm like an old couple
Marco has the sexiest voice in television
Does the job – nice one. MPW is still a knob though.
Does the job – nice one. MPW is still a knob though.
Does the job – nice one. MPW is still a knob though.
Simple. True. Interesting. Makes me wanna watch. Tick.