Creative Focus: Food for thought

Creative Focus: Food for thought
SHARE
THIS



Every week two creative types from different agencies put pen to paper and share their thoughts on six different campaigns.

Up for review this week:

  • Bingle, GHO
  • MLA, 'Nothing beats beef – its how we keep warm', BMF
  • Tourism Western Australia, '1001 Extraordinary Experiences', Host Sydney
  • White Ribbon Night, Archibald/Williams
  • MAGGI, Publicis  Mojo
  • Trade Me, 'Opportunities Galore' JWT New Zealand

Mike Bollen, partner and creative director, Helsinki Agency

I’m bach-ing for a couple of weeks, so it’s just me, the dogs, two fish, and my culinary parachute – Jamie Oliver’s 15 Minute Meals.

And as it’s impossible to make a Jamie O lasagne for one, my brother -in-law, Grenvil, came over to help me finish it off. Grenny, an experienced new car salesman, salt-of-the-earth type, a real Aussie bloke. Frequently your target market – tonight, my patsy.

Bingle (01). G: “A bit silly – it’s car insurance. I got the one with the wasp, but not sure about this one. I might remember it. Doesn’t mean I like it.”

M: “Mate, it’s meant to look B-grade – fakey stop-motion, pixellated modelling. They’re trying to be memorable. But I grant you, that’s a whole lot of fake for a brand with a truthfully different story.”

http://www.youtube.com/watch?v=8X2Zd-w0by0

White Ribbon (02). G: “Unbelievable figures, I had no idea it was that bad. And not too heavy handed with the emotional blackmail bit. Though a ‘fun night in’ seems a bit at odds with the subject.”

M: “The info-graphic style animation works well with a sensitive subject. It grabs me until it starts talking about ways to party. Just not sure about the actual ‘fun bit’. Hope it works a treat though, and proves me a wanker and you a heartless sod.”

MLA (03). G: “Mate, it’s a clothing ad and then it’s, ‘BTW have some beef’. And WTF is Tim Shaw doing there? Misses the mark. Trying too hard.”

M: “Really? All those quirky Aussies who know it’s cold in winter. It’s un-Australian not to like this. Mind you, that beef stew shot left me cold. And the clever URL goes to a bog standard recipe site. You could be right Gren, but stop talking in text speak.”

http://www.youtube.com/watch?v=lCKtki-gjDM

Maggi (04). G: “Well that was underwhelming. Why so much emphasis on the three? And why is ‘odd man out’ the only thing in focus at the end? Is that creative or something?”

M: “That’s the idea mate – two into three won’t go. It’s well acted. It shows the delicious Maggi meal. And you definitely get the idea it’s only for two. Though they could have ramped up the funny.”

Tourism WA (05). G: “Wow, that looks fantastic. How do I work it? Stop there! No, there! Now what? Geez, I don’t think it’s for me, I’m too old for this shit.”

M: “It’s easy – just stop it where you can. Track back to the whale. Now click ‘Discover More’. No, the other one.  Damn, that’s the South West page.”

An inspiring place, a clever way to get ‘free’ content, and a great edit job on the movie. Maybe a touch too much. Or maybe Gren and I are too old. 

Click here to see the film.

Trade Me (06). G: “No idea what it is but I like it. I think it means I can get any job I like. Nice.”

M: “Typically great NZ production values, and nicely underacted. A simple and charming idea that probably works its socks off. I was surprised the second ad was about ties, not names. There are so many more unfortunate names to poke fun at.”

Greg Fiske, senior creative, Sputnik Agency

Like a lot of creatives, our minds wander off into all sorts of places and we often forget to do things unless they’re on a note right in front of us. So naturally I’m writing this the day before it’s due and I apologise if I ramble on.

Bingle (01). I liked the one with the 50ft woman but I feel like they’re pushing the ‘50s B-grade horror metaphors too far and it’s getting a bit dry. The campaign literally drops the proposition on you but doesn’t go into any detail to address what their insurance actually covers you from.

It’s fun but unfortunately doesn’t answer any questions I may have about the product and doesn’t do a good enough job to make me want to grab the closest iDevice and find out more.

White Ribbon (02). Victims of abuse tend keep everything inside rather than share their problems with others so I find it quite odd that this campaign suggests we essentially do the same. It doesn’t seem like a good way to encourage people to get out and spread the word.

I can’t really imagine a group of people having an in-depth discussion about violence against women when they’re sitting around staring at the TV, drink in hand. I’m also not entirely sure what this ad wants me to do – hold an event, make a donation, get involved online?

http://www.youtube.com/watch?v=n8bNFzAmyA0

MLA (03). I’ve never really understood the need to buy more lamb, or in this case beef. For my entire life beef has been one of those household staples. Who’s not buying this?!

It’s a simple, well executed idea that makes me proud to be a warm and, at times, odd-looking Australian who loves a nice hot meal.

Maggi (04). This ad does a good job of demonstrating the product and how easy it is to prepare a meal for two, as you would expect. And while I didn’t mind the script I felt the performance was less than desirable.

The delivery of the lines felt forced, as did the rest of the set-up. It simply didn’t feel natural which left the humour a bit lost on me.

Having said that, my wife did laugh at it so maybe it’s just my sense of humour.

Click here to see the TVC.

Tourism WA (05). Coming from a digital background, I don’t find it overly surprising that one of the smarter ad executions I’ve seen this year just happens to be online. I thought this was well thought out and equally well executed.

Despite the large amount of information I was impressed that everything was very simple to navigate through and kept me engaged.

Trade Me (06). I really enjoyed these ads. I thought everything from the period costumes to the sets and the unenthused expressions on the kids’ faces was executed with beautiful detail.

The first execution was funny, but it was the second one that really got me when I remembered that one of my old CDs used to wear the same tie around the office.

http://www.youtube.com/watch?v=ylrthvVSBhw

http://www.youtube.com/watch?v=EJ5C97WJwmk

Please login with linkedin to comment

Latest News

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Nine Launches Big Ideas Pop-Up Store
  • Media

Nine Launches Big Ideas Pop-Up Store

Nine has today launched a new pop-up store, The Big Ideas Store by 9Powered, which will host a series of events, workshops, research studies and guest speakers that demonstrate how Nine’s integrated business works to formulate better solutions to the challenges facing marketers. Over the next two weeks, The Big Ideas Store will highlight how […]

Gillian Armstrong: Adland’s Become “Brainwashed Into Thinking All Directors Have Beards”
  • Advertising

Gillian Armstrong: Adland’s Become “Brainwashed Into Thinking All Directors Have Beards”

Acclaimed Australian director Gillian Armstrong has launched a stinging attack on agency “boys’ club” that, she says, continue to overlook female directors for TV campaigns. Armstrong, 67, cited stats that show half of all graduate directors leaving Aussie colleges are now female, they’re regularly cleaning-up in short film competitions, however, it’s not translating to directing work within the industry. Only about […]

by B&T Magazine

B&T Magazine
Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing
  • Partner Content

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’
  • Marketing
  • Media

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’

Home Beautiful and Harvey Norman have partnered on a new content series which will transform a quintessential Aussie shed into a field-to-fork restaurant whilst showcasing culinary local heroes. In 2012, Martin Boetz (pictured above, right) – the chef behind the cult following of Longrain during his 13-year stint – escaped the bustle of the big smoke […]

Music Feeds & Purple Sneakers Join Forces
  • Media

Music Feeds & Purple Sneakers Join Forces

Music Feeds and Purple Sneakers have unveiled a new strategic partnership that will allow music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds. Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian […]

by B&T Magazine

B&T Magazine
Headway & App Annie Get Ready For FIFA 2018
  • Media
  • Technology

Headway & App Annie Get Ready For FIFA 2018

Headway, the leading data-driven media buying company, has teamed up with market data and insights company AppAnnie. Together, the companies have unveiled The App Marketer’s Guide to the World Cup – a whitepaper designed to help app marketers succeed. Every year, flagship sporting events are breaking the internet with increasing viewership and the 2018 FIFA World Cup […]

Twitter Makes In-Stream Video Ads Available To All
  • Advertising
  • Media

Twitter Makes In-Stream Video Ads Available To All

Social media giant Twitter has announced it’s making in-stream video ads available to all advertisers – including self-serve – across 12 markets, including Australia. The popular video format attaches pre-roll content in front of premium publisher videos and highlights. The 12 international markets where Twitter’s in-stream ads will be available are Australia, Brazil, Canada, France, […]

Australian Alliance For Data Leadership Appoints New CEO
  • Advertising
  • Marketing

Australian Alliance For Data Leadership Appoints New CEO

The Australian Alliance for Data Leadership (AADL) has announced the appointment of credentialled senior executive Stephen Porges as its new CEO. Porges currently sits on a number of company boards, has considerable public and private sector listed company management expertise, and has been instrumental in successful data-driven businesses. He also brings CEO skills gained at […]

Business , Nicola Lewis poses for a portrait in Surry Hills. Lewis is being appointed to run WPP's GroupM in Australia and New Zealand.  
Pic Jenny Evans
  • Media

Women In Media Profile: Nicola Lewis

GroupM investment chief Nicola Lewis is grilled in latest Women in Media profile. It's more a gentle simmer, really.

by B&T Magazine

B&T Magazine