Clemenger Melbourne Applauds ‘Meet Grant’: The White Man With Small Genitals

Clemenger Melbourne Applauds ‘Meet Grant’: The White Man With Small Genitals
SHARE
THIS



Clemenger BBDO’s ‘Meet Graham’ work for the Transport Accident Commission (TAC) took the ad world by storm, winning the Cannes Lion Grand Prix and a litany of other industry gongs.

Though now it’s time to Meet Grant; the only person designed to survive a career in advertising.

The work is a joint effort from Cummins & Partners, The Melbourne Advertising and Design Club (MADC), and //Thirteen&Co.

While Graham possessed a flat skull, a barrel-like chest, abrasion proof skin and air-bag-like ‘nipples’ to protect him from a car crash, Grant’s physiology is a little different.

To cope with a life in advertising, Grant boasts ears that filter out conflicting opinions, unusually thick skin to deflect scathing comments on campaign brief and an auxiliary liver to process copious amounts of alcohol.

meet grant 2

As well as this, Grant has smaller than average genitals; giving him something to compensate for, a completely removable spine for client meetings and of course, Grant is a white male.

Now, B&T spoke to the team behind Meet Graham, Clemenger BBDO Melbourne ECDs Stephen de Wolf & Evan Roberts to hear their thoughts on Grant.

Overall, both said the project is nothing short of hilarious; and incredibly accurate.

“The amount of work put in to ensure that level of detail and accuracy is incredible and flattering,” they said.

“We had no idea anyone knew let alone could capture exactly what we looked after we delivered Meet Graham.

Adding: “The shower scene is uncanny.”

meet grant 4

The project is all in good fun and was created to promote a MADC award show, and with the tagline “proving once and for all that there is no substitute for an original thought”.

Speaking to B&T, MADC president Adrian Bosich said “‘Meet Grant’ began as a poster, but we kept coming back to him.

“‘Meet Graham’ was such an iconic, globally awarded campaign, and our audience is those working in advertising.

“Once it was thought about from that context – what would a human body need to evolve into to survive a career in advertising, a film version began to take shape… we began to fantasise about taking advertising’s most common gripes through the structure of one of the most world-famous case studies.

Asked whether the MADC was concerned about a backlash from Clemenger, Bosich said the project should only be seen as a tribute to its award-winning predecessor.

“It was very much written with this in mind – it’s a loving tribute film.

“The act of choosing ‘Meet Graham’ is an absolute compliment – it’s a testament to how well known, loved and celebrated this Melbourne work is.

“I still think the gold standard for a case study with narration is ‘Meet Graham’ (and without narration, I still point to the emotions invoked by ’Fearless Girl’ – both statues interestingly enough, executed in very different ways).

“Graham’s fame and our advertising audience meant we could leverage mental models about the Graham work, case study literacy, and use this as a vehicle to talk about modern advertising gripes.”

meet grant 3

Bosich also admitted Graham wasn’t the only Cannes winner they had zeroed in on.

“At MADC, we are all about celebrating and inspiring Melbourne creativity.

“We have supplementary poster campaigns for parodies of other great Melbourne work, such as ‘Dumb Ways to Die’ (Stupid Ways to Get Killed), ‘Gaytm’s’ (StrAightTMs) and ‘Hungerithmn’ (wait to see it!).”

Client: MADC

Agency: Cummins & Partners

Creatives: Chris Ellis, Heath Collins, Liam Jenkins

MADC sub-committee: Adrian Bosich, Ed Howley, Elle Bullen, Tracy Proposch, Nicky Finlay, Tony Prysten.

Thanks to: Matt Stoddart, Connor Beaver, Sarah McGregor, Emma Robbins.

Production Company: //Thirteen & Co

Director: Armand de Saint-Salvy

Producer: Charity Downing

Executive Producer: Roy De Giorgio

Colourist: Matt Fezz

Post production: Hogarth

Motion Graphics: Kane Dixon

Post Producer: Cat Park

Audio Mix: Bang Bang Studios

Sound Designer: Rob Stephens

Sound Producers: Polly McGregor/Holli Dee

 

Please login with linkedin to comment

Clemenger BBDO Melbourne Cummins & Partners madc meet graham meet grant

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Wavemaker Names Susie Si As New Vodafone Lead
  • Media

Wavemaker Names Susie Si As New Vodafone Lead

Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy
  • Marketing

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy

Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]

Outbrain Goes Public, Making Nasdaq Debut
  • Marketing

Outbrain Goes Public, Making Nasdaq Debut

Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly shifting online. You can't get loaded on booze & arancinis, but you'll save on dry cleaning

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine