Creative Focus: Heaven sent

Creative Focus: Heaven sent
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:

  • BOQ, 'It's possible to love a bank', BWM
  • Nandos, 'Peri-medics', 1000heads
  • Quit Victoria, 'Last Dance'
  • ABS, 'Run That Town', Leo Burnett Sydney
  • South Australia, 'Be Consumed', KWP
  • Aussie Mite, 'Sorry', Grown-Ups

John Perry, MD, Havas Melbourne and APAC chief strategy officer

BOQ (01). Is it possible to love a bank? Quite possibly one of the easiest questions for anyone to answer, but not in the positive. And unfortunately I’m not sure BOQ actually succeed in convincing us that it is possible. While you could love the creative technique, cartoon style or wry wit of this campaign, there’s unfortunately not enough reasons to believe to turn my financial services relationship from mild indifference to all-consuming love.

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

Nando’s (02). One of the oldest jokes in advertising used to be: “The answer is a 30-second TVC. Sorry, what was the question?”. Today, substitute ‘30-second TVC’ for ‘fully integrated, socially led, experiential, content activation idea’. I get the feeling many of these ‘stunts’ are just designed for award submission reels. While I wouldn’t mind Nando’s turning up at the office to hand out spicy sauce, I certainly wouldn’t feel compelled to immerse myself in the whole idea, watch the video and submit a request for ‘Peri-medical’ services. It feels a little contrived and creatively obvious, with a dose of pun overload.

http://www.youtube.com/watch?v=PTwYz4La1O0

Quit Victoria (03). A different approach to antismoking communication. Mostly, these campaigns are based on producing a strong ‘visceral’ response from the audience (i.e. ‘see how much tar is in your lungs’), combined with a hard call to action.

This spot shuns both approaches and tugs at the heartstrings with enough cues to the ‘illness’ for quick comprehension, the use of the son to illicit wider guilt, wonderful direction and a use of music that holds your attention. It might just tap into a new insight for smokers and produce enough of an emotional effect to motivate a call to the Quit line.

ABS (04). As a planner, I love ABS stats. But I struggle finding time to go through the stats I need, let alone embarking on some game where I can rule my own Aussie town. However, I’m not the target because I know ABS stats are highly valuable. But unless the target is 9 to 14-year-olds with a yearning to run for local government, I’m not sure the enormous amount of work gone into producing this digital experience is going to shift widespread opinions about the ABS and its census data.

South Australia (05). Tourism advertising is often seen as the poison chalice of creative services. But this one gets it just right.

A great line linked directly to the ‘product’, wonderfully brought to life in what can only be described as a sensual, indulgent feast for the eyes that eschews the superficially upbeat and sunny overtones of typical tourism advertising.

http://www.youtube.com/watch?v=MoMp-V_CRdc

AussieMite (06). A classic product usage TVC using a highly unusual setting to gain attention. This is what advertising is all about, because if people aren’t talking about your commercial, then it’s just not working hard enough. Just a shame there’s no proof to why this product is sacrilegious beyond the setting of this one commercial. It feels like the advertising execution is leading the brand essence.

 

Paul Knights, creative director, Creative Oasis

When B&T contacted me and asked if I’d be part of this week’s Creative Focus, I was chuffed. As a creative who’s been lucky enough to work in this industry for longer than I can remember, I’ve always believed we should support one another. Lord knows its tough enough without us being our own worst critics. However, I’ve been asked to judge this work on its own merits. So if I tread on any creative toes, I apologise in advance.

BOQ (01). I really like this work. I think the banking category is one of the toughest to tackle. Agencies tend to put on their ‘bank’ thinking caps and wander round in the same territory. This campaign doesn’t. It’s fresh, the animation is charming and the ads make their point in a really entertaining way. Be great to see the research down the track. Is it possible to love bank advertising? I think it is.

Nando’s (02). This feels like one of those briefs where the client said: “We need an online campaign, one that everyone can be involved in.” I think it was probably funnier on paper than it is on screen. But I love a good pun, so ‘Peri-Medics’ and ‘Re-saucetate’ help the idea. The best line is the quick response ‘Katie Peri’ – made everyone laugh. Hopefully they’ll get more of those along the way, it will help keep the idea alive.

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

Quit Victoria (03). Is it just me or is this style of Quit advertising wearing a bit thin? I’m sorry but for me the Death Dance just isn’t effective. It’s creepy. The idea is soft, the use of a child as an added tug is emotional blackmail, and the line tumbles out of the music track (you wonder what came first: the track or the line?). I kind of wish people would Quit making ads like this.

ABS (04). This is a very cool, clever idea. I don’t know about you, but I’ve often wondered what they did with all that census data. Now I know. You can use it to rule the world, or at least your own town. This is turning dry data into something that’s fun, useful, entertaining and interactive. Well thought through and really well executed.

http://www.youtube.com/watch?v=rif1698fH2E

South Australia (05). Or, in this case, the Barossa. I saw this ad the other night and thought it was beautifully made. Intriguing pictures, powerful music score, unpredictable scenes (particularly the chicken plucking) – it makes you want to watch. But would it make you want to go, and for what exactly? For me it lacks a conclusion. There’s no line to sum up. The components are all there. A little more work, add a promise, and this could be brilliant.

AussieMite (06). Good Lord. I look at this work and think what a blessing it is that we weren’t involved. Is this a case of the client being hijacked by the agency with the old “get noticed” argument? Yes, it’s important to get noticed, but for the right reasons. For their penance, the agency should shoot another commercial for the client at their expense. And as the agency is called Grown-Ups, they should know better. Thank God they apologised.

http://www.youtube.com/watch?v=Pu_vTGWA9DE

Please login with linkedin to comment

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine