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 Liz Hammond (above left) and Andrew Tinning (right).
WA: My local pick is Marketforce’s radio campaign for the WA Football Commission, which highlights the issue of umpire abuse. The concept is wonderful fit for the medium, coming across the airwaves with maximum cut-through. I was surprised that I didn’t find the incessant screaming at all annoying which can only be because it’s so right for the execution and the words being shouted are exactly what I hear when I’m around “people like that” (and I’ve cringed beside a few at footy games in the past). It’s great to see this idiocy called out. The old “be nice to waiters” adage should be extended with “…and umpires”. They’re the true heroes of footy.
International… Well, not exactly. I’m going to nominate a second WA ad here because I want to take every opportunity to celebrate our local work when there’s work worth celebrating. I grinned from average-sized ear to average-sized ear when I saw the Liquor Barons topical posters for the coronation from AT Creative. One of those “I wish I’d made that connection” moments. Don’t get me wrong, I think the whole coronation thing is ridiculous and I’m a staunch republican. But I’ll toast to the creative in this case instead. Cheers!
Founder / Creative Director
WA: I saw this self promo ad on LinkedIn that Workhouse did in response to the latest CB Australia edition hot and cold chart. It’s a brilliant response from one of Perth’s most successful agencies. And a great FU to those who take these things so seriously.
International: I love this campaign. For Partners Life Insurance by Special NZ called Last Performance. Such a clever and unexpected use of the medium to deliver meaningful message.