I had written about the Carlton Skytroopers ad and other big beer ads earlier. The brand recently implemented an idea which is literally the high point of activation ideas – a game of Australian Football played out by the Carlton Draught Sky Troopers, at 10,000 feet! Via Campaign Brief. The event was staged during the recent 150th Anniversary of Australian Football, as a curtain raiser. While this is similar to the Honda Difficult is Worth…
If you need further proof that in certain low involvement categories, audience engagement has to be literally engineered, here is one. Pascall, a brand of fruit chews from Cadbury, is running a hoarding in Auckland, New Zealand that is involving consumers in a literal blow up (Agency: DDB New Zealand). They have created a giant fruit balloon (full of Fruit Bursts) that has been placed on billboard, next to a giant pin. Over the next…
Recently at an internal presentation, I shared this ad as an example of the difference a good proposition makes in a Creative Brief. Usually, the brief (more like a requisition) would simply mean telling the Creative: ‘hey, give me an ad announcing 1125 minutes of free talk time’. But if the proposition were to something like ‘You can read out War and Peace in one go in this plan’, you provide a visual direction. I…
Almost every profession has its own trade magazine. Specialist needs and sports have their own magazines too. I am sure ‘Steel & Metallurgy’ must be the magazine of choice for someone in that industry and every self-respecting golf fan will be addicted to some golf magazine. Among Mac fans, several titles vie for top-dog position. This needless preamble is actually to share with you a nice concept for Propmark – an advertising & marketing magazine…
I hadn’t heard of this brand before but thanks to this ambient idea, I got to know that Shumensko is a Carlsberg-owned beer brand in Bulgaria. And also realized that to make an impact, sometimes you just need to be ‘crate-ive’. Advertising agency: Noble Graphics Creative Studio Advertiser: Carlsberg Bulgaria Creative director: Marsel Levi Art Director: Georgi Kasabov Photographer/Illustrator: Atanas Kanchev Via: Coloribus They simply printed paper bags that looked like 3D beer cases and…
I have always been in two minds about this blog being a repository of global creative work – there are other blogs dedicated in that area and doing a great job of it. But sometimes you have the urge to share something that you’ve seen – even if it reaches 5 more people (as in the readership of this blog!) it is a bonus. So, here’s a funny little ad for Jumbo Peanuts. Idea: careful,…
This takes for a moment to register but tells a whole story in just 6 words and 1 visual. Headline: Don’t trust the road in winter. Advertising Agency: DDB, Milan, Italy Creative Director: Vicky Gitto Art Director: Aureliano Fontana Copywriter: Bruno Vohwinkel Photographer/Retoucher: Pixelway/Corbis I like. Via Ad of Da Month.
The American Association of Advertising Agencies recently held an Account Management Conference. Among the speakers was Carl Johnson, founder of Anomaly Communications, who spoke about how it is being a ‘suit’ – the client servicing executive- in an advertising agency. While describing it as an ‘all-access pass’ and highlighting the sheer unexpectedness of the job, he makes a valid point: if done badly, account management can be the worst job in the world. The key,…
While the TV commercials for Tourism Australia attempt to build an emotional connect, the work on static medium explains what ‘walkabout’ is all about. Each ad explains aspects of Australia’s diversity – beaches, galleries museums and national parks. What I liked about it was the way it explained the ‘transformation’ that happens after visiting Australia in the ‘Arrived’ and ‘Departed’ format. These ads have been produced in conjunction with DDB Worldwide, Tourism Australia’s new advertising…
If ‘Where the bloody hell are you?’ was chalk, this is cheese. Tourism Australia has commissioned Baz Luhrmann to create a new campaign for Australia, that invites consumers to come for a ‘walkabout’. The campaign includes 2 TV spots and 11 print ads. It is getting mixed reviews in the blogosphere and trade magazines. Check out the comments section at Campaign Brief. But it worked for me. There is a cinematic quality about it that…