Creative Circle: Josh Edge + Kevin Wilson
Campaign Brief asks two creative thinkers from the Perth industry to highlight recent great work that caught their eye from both our local WA industry and internationally. Creative Circle contributors this week are Josh Edge (above left) and Kevin Wilson (right).
Josh Edge
Marketforce
Head of Creative
WA: The world gets more complicated. And the best creative people keep finding ways to keep it simple.
Block just gets it done, time and time again. The design system for the The West Australian PULSE 2023 graduate exhibition is such an elegant and intelligent solution to such a deceptively tough challenge – make an instantly recognisable visual design system that can adapt to any artwork, in any size (by the client if necessary, gah!), and still reflect the world-class aspirations of the AGWA brand. And probably do it all for less the concepting budget of your average energy utility DM.
So they kept it simple. It works in print, film and digital. And it’s brilliant.
Simple.
International: I wanted to highlight simple ideas that took me very little time to find, and very little time to understand.
Want to sell more chicken? Remind people they can eat chicken for breakfast. Simple.
#Eat Chicken For Breakfast
Need to educate people about money? Put cheap, fake money in public places with QR codes that load financial literacy tips (and give away money prizes). Simple.
Financial Literacy Month
Need kids to increase their lung strength?
Create custom instruments that increase lung capacity through music (and give away the 3D files so that health organisations can download and print their own instruments). Simple.
Music For Your Lungs
Kevin Wilson
Nani Creative
Creative Director + Founder
WA: Longreach and ZAC Creative – ‘Welcome to Country Roads’
Who better to speak on traveling across Country then the Traditional Owners of those lands right? This campaign weaves their voices in beautifully with the simple idea of exploring these roads safely. Full of vivid landscape shots and narration of wildlife you might come across, I think it hits the mark on setting a grounded tone before you head off on your journey.
The considered approach to the campaign logo referencing an eagle feather, being a symbol of a safe journey was a nice touch. Love this.
International: The Monkeys – ‘This is a Bit Precarious’
I’m constantly inspired by how New Zealand effortlessly bring Māori culture into their identity, but also how humour and this strong sense of authenticity play a large role in how they talk about themselves.
This recent campaign for Macpac is such a great example of a playful idea, cleaver writing, and great execution creates a memorable moment. This light-hearted approach is something that gets me every time.
