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

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.