The Work 2020 Contenders: Photoplay + Playtime
With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.
NAB: This Is The Story of Progress
Clemenger BBDO Melbourne
Daniel de Viciola, Photoplay
‘This is the story of progress’ celebrates Australian journeys of progress and NAB’s commitment to progress as a bank. Through a series of intimate tracking shots Daniel de Viciola captures incredible moments of progress, both small and momentous. Whether it’s quitting the 9-5 to launch a business or buying a property, building the family farm or taking that dream holiday with loved ones. Australians are big dreamers with bold ideas and NAB promises to support their progress every step of the way.
Young Henrys: When Too Strong Is Too Much
Stef Smith, Playtime
For the launch of new mid-strength beer ‘The Stayer’, beloved Sydney brewer Young Henrys enlisted Playtime director Stef Smith. In her distinctive, off-the-wall directing style, Stef shoots a hilarious montage of everyday disasters: hitting a cricket ball through a car window, putting a hammer through a plaster wall, spilling a jar of sauce on a white cardigan, sending a love heart emoji to that person you’ve only just met. The point is, sometimes ‘too strong is too much’ and with ‘The Stayer’, Young Henrys reminds us that sometimes mid-strength is just the right strength. Combining blundering slapstick, idiosyncratic art direction and the kind of stilted, self-deprecating narration that Australians do so well, Stef Smith has delivered a side-splitting spot that marks her as a comedy director on the rise.
IKEA: Bogeymess + Tidy
CHE Proximity
Dropbear, Playtime
With the release of sleek new storage drawers ’PLATSA’ and ‘MALM’, IKEA called for a director well-versed in technical trickery and ideally one with a soft-spot for pastels. Naturally this could only be a job for the inimitable Dropbear. Using stop-motion photography and a colossal pile of dirty clothes, Dropbear turns floordrobes into playful ‘mess monsters’, which are quickly eviscerated by the hungry Swedish storage drawers. Dealing with accumulated mess is terrifying for most, but IKEA reminds that folding it away can be easy and fun.
Carlton Dry: It’s The Most Wonderful Time For a Beer
Special Group
Scott Otto Anderson, Photoplay
When you imagine Christmas you probably imagine a time for sharing, for giving, a time for family spending quality time together with looks of joy and surprise, unwrapping presents…But we all know that’s actually not the whole truth, is it? Which is why Carlton Dry, the beer that prides itself on being uncomplicated, took a stab at all the stuff that complicates a wonderful Christmas – the shopping traffic jams in the carpark, the office hook-ups, even having your racist auntie over for lunch. In true holiday fashion, this doesn’t come in the form of a traditional beer ad, but the true medium of Christmas: the celebratory seasonal song. Adapting the iconic Andy Williams song “It’s The Most Wonderful Time Of The Year” to be more fitting for the times, the song is titled “It’s The Most Wonderful Time For A Beer”. With eyes set on Mariah’s throne, Scott Otto Anderson directed a festive karaoke-style video, aplomb with hilarious blunders.
McDonald’s: Games Night + Chase
DDB Sydney
Gary John, Photoplay
Piccadilly. Trafalgar Square. Mayfair. Maccas.
Gary John goes for gold on two unforgettable spots for the wildly popular McDonalds Monopoly chance game.
The first – a Mchappy home invasion – and the second – an epic cross-town chase sequence. Peel and press play.
The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.