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 Jack McAuliffe (above left) and Guy Patrick (right).
WA: Every time Gesture System do something new for DoubleDouble I can’t help but stop and stare. The two-person design studio have an uncanny knack of making everything look and feel like a piece of art.
There is something so considered and unique about the DoubleDouble brand world that they have helped create. The art direction, packaging, product design and animation are the perfect reflection of a multi-sensory brand that toes the line between a coffee provider and an elevated home goods label. Coffee, candles, mugs, sweats – keen to see what’s next.
International: There are some big Ru Paul fans at Block and when I saw this billboard by Uncommon London I couldn’t help but grin. A strong, surprising, and perfectly timed OOH execution to remind us LGBTQ+ visibility shouldn’t be limited to Pride month and that drag is, really, a constitutional right.
Brilliant art direction, bold message, and buzz-worthy location.
Hypnosis Creative Agency
Creative Director & Co-Founder
WA: Remember that scene in Ratatouille when the food critic takes a bite and is transported back to his childhood? The Unicare ‘Guardians’ did that to me. The moment I saw them I was whisked back to a sunny afternoon in my childhood home garden playing with bugs and sticks and flowers with my sister. Thank you, Carly Mooney and everyone else at the Brand who was involved in this campaign.
The beautifully crafted characters say so much so quickly for the brand. Any parent can see it’s a place where their kid’s brain will be set loose, to explore and be creative. A place that clearly embraces the power of nature play and the importance of sustainable learning. And it all comes down to the decision to quit Photoshop and make something IRL. More of this, please.
International: Bumble has introduced a ‘compliment’ feature that allows a user to text someone they haven’t connected with. Glass half empty me thinks it’s an invite for creeps. Glass half full me thinks it’s a lovely glimmer of humanity. Let’s go with the glass half full my beautiful and highly intelligent reader.
To lead the charge they handed the reins to the colonel of compliments Troy Hawke. A man whose devastating charm and wit fills me, and his millions of followers, with joy. Bumble had him do what he does best and dish out silky-smooth compliments to random punters. The kind of lines us mere mortals would take hours to think of effortlessly roll off his tongue. Zingers like ‘You’re an aquamarine blue jeans field of dreams.’ and ‘You’ve got ski resort owning energy’. He makes me want to live in London just in the hope I’ll be on the receiving end of one of his compliments.
Cravats off to Bumble and whatever agency did this.