Palme Publishing ad Could be a Caxton
An ad by Whybin/TBWA for Palme Publishing has been announced as the October/November 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: Palme Publishing: Parnell McGuinness
Agency: Whybin/TBWA Sydney
ECD: Garry Horner
Creative Director: Matt Kemsley
Art Director: Janelle Shearer
Copywriter: Steve Dodds
Tim Hall, creative director of Saatchi & Saatchi Wellington and the judge of the October/November competition, said: “A lot of topical entries this month. Or rather, semi-topical: topics that can be predicted. So the Melbourne Cup and Movember ads tended to cancel each other out.
“Which left two ads in the running, both beautifully crafted. Spike andJay’s Ambi-Pur ad looks great, but I have seen that “swap the category”solution before, like with BMF’s Lamb. Which left the P.P. McGuinnessad. I met Paddy when I worked on The Australian account years ago, hewas looking a bit dog-eared even then. He was a giant intellect though,and funny as hell as well. This ad really captured that. What betterreason to trawl through his old books?”
The December/January Could Be a Caxton competition is now open forentries. It’s free to enter and anyone can submit nominations. Thecopywriter and art director responsible for the newspaper campaignjudged best of the year’s Could Be a Caxton bi-monthly winning ads,will score an all expenses-paid trip to the 2010 Caxton Awards.
For more information on how to enter the Could Be a Caxton competition and the Caxtons in general, visit www.thecaxtonawards.com.au.
38 Comments
Deserved winner, well done.
It’s great to see big campaign ideas still win at the caxtons.
Two in row Janelle! Great ad, hope it goes on to well, in my humble opinion it should.
Isn’t that two in a row for Janelle?
I love this ad. Well done guys.
great work Janelle, lovely thought and execution!
but I hardly think this is a ‘big’ campaign idea 11:12
@7:47 Sorry, I should have written that in Sarcastica bold.
Nicely executed visual collision. It deserves points for craft. The idea is pretty basic, really. Take the two things you’re selling and mix them together. I’m not having a dig. It’s nicely done.
Top ad, impactful and well crafted.
Photographer was John Curnow by the way, nice one guys.
Veet’s Movember ad was far better than this.
Veet’s Movember ad was lame.
I think Tim made a great point, in that all the ‘Movember’ ads ended up canceling each other out. Yes, its subjective , but i think this is a much stronger ad.
Hey Steve & Janelle. Well done guys. I’m jealous.
Veet’s Movember ad was genius. It didnt even mention Movember.
10:35 Jealous?
Odd reaction to seeing an ad
Could be a Caxton?
Next move could be, “Maybe a Could be a Caxton”.
Then, “Could be a Maybe a Could be a Caxton.”
Etc.
Is this the result of an education system where everyone is a winner just for having a go!
Could be.
Come on! Are we serious?
11.03……I know what 10.35 means, a little bit of me goes green everytime i see an ad i wish i’d done. It’s a honest reactiion, a kick up the ass to do better.
How about updating your website Could Be A Caxtons?
You are two winners behind the times.
BTW, nice ad.
I would love to win, “a could be”.
Imagine.
I would proudly put the bit of paper in the same cabinet Mum set aside for all my Primary School Running ribbons. .
But if I won a real Caxton … ohhhhhhhhhhhhhhhh.
The odd thing is that the Could Be A Caxton winners get more press than the real Caxton winners.
Cool ad, but when was the last time a campaign idea won at the Caxtons? I mean a print campaign, not a classified that’s part of an integrated campaign.
Last year, 12.10. In the campaign category. The same category that campaigns usually win in.
Who cares if ‘it could be a Caxton’, its a good ad, well done.
Could be a good ad.
A pretty picture, nice art, but what’s the ad for ???
9.59, read the copy like normal people do. Nice ad by the way.
Hey Paul at 3.15.
I fucking care about trivialising awards.
So should you.
So should Caxtons.
So should the entire industry.
Awards should be very, very, very difficult to win.
That is when they have meaning.
Who’s the dude? I thought he was Santa Clause!
You are entirely missing the point 9.11…..which is that i think we should worry about whether it is a good ad first….and in this case i think it is……and awards second. Awards should be difficult to win, we all know that ,don’t be so fucking high and mighty.
2.19
The ad is crap.Full stop. It will never get a Caxton.
And did I mention scam?
4.56…You are a twat.
as usual, no one credits the photographer.
The photographer, as mentioned above, was John Curnow. And he did a bang up job.
The line is very nice Doddsy, and so is the art. Regardless if it’s a big brief or not, it’s good to see you guys took the time to help out the agencies proofreader in what must be a terribly difficult time.
You working with Janelle now?
Merry Christmas everyone!
Sorry, happy holidays all!
Sorry, Seasons Greetings and a happy New Year.
Sorry. When is New Year again in China?
A. Ward @4:56
What do you classify as a scam? This ad ran in a major newspaper. I saw it!
Oddly enough, they entered it into a newspaper award category. Still a scam?
The Caxtons have a strict criteria of what ads can be submitted. This is to filter out scammers.
P.S. you just sound like a dick who’s bitter about how they, despite their obvious ‘talent’, constantly gets overlooked in favour of mediocrity.