Creative Circle: Matt Nankivell + Luke Williams
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 Matt Nankivell (above left) and Luke Williams (right).
Matt Nankivell
Moonsail
Creative Partner
WA: “Love it up there – save it down here” for Minderoo Foundation & Blue Marine Foundation by Hypnosis
I wish it wasn’t the case, but it’s so easy to ignore environmental ads these days, with the amount of green washing and the sheer volume of bland ads telling us what we should and shouldn’t do and how our every action is killing the planet. These issues deserve better ideas to get them noticed, and for people to actually take action. This recent campaign by Hypnosis does just that. It’s grounded in a simple, distinct idea, it’s nicely art directed and above all taps into something us Aussies truly love and don’t want to let go of; life on the ocean. Nice job guys.
International: “Recycled Plastic Surgery Center” for Liquid Death by Party Land (LA)
Sure, there are hundreds of beautifully crafted show-stopping international ideas flying around at the moment in the midst of award season, most of which I’m sure you are sick of seeing by now, so I thought I’d go a bit off-piste. Sticking with the theme of ‘environmental ads that actually cut through’, you can’t go past Liquid Death’s latest campaign – “Recycled Plastic Surgery Center” as part of their #DeathToPlastic initiative.
(For those who don’t know, Liquid Death is an environmentally conscious water brand, using recyclable cans instead of plastic – now the third biggest non-alcoholic beverage brand in the US after Coke & Redbull).
Yes, the ad is bloody ridiculous (and pretty gross). No, it will not be everyone’s cup of tea, and is certainly not a cinematic masterpiece. But man, I really miss humour in advertising, particularly edgy humour that doesn’t tip toe on a tightrope over eggshells. And this one doesn’t hold back. Love it or hate it, it’s impossible to ignore (or forget) – and has to be one of the freshest ideas I’ve seen in the plastic pollution space. Oh and if you’re not familiar with Liquid Death’s previous work, do yourself a favour and check them out; there’s a lot more craziness where this came from.
Runner up for recent plastic pollution ads goes to M&C Saatchi’s ‘Plastic Forecast’, very different to the above choice but well worth a look.
Luke Williams
Marketforce
Associate Creative Director
WA: Powerballin’
This is really baller. The tenacity to sell it in and craft applied makes me happy. I want to point out the OOH specifically; getting away with just showing a mum and her adult child staring at the camera and nothing else, with just the headline Powerballin’… Well done to creative and client.
International: The Mammoth Meatball
This is the kind of idea that makes me want to go extinct because of how god-damn big and great it is. Making an edible food out of the DNA of an extinct animal to show humans that innovation is the answer to not suffering the same fate? Brilliant, terrifying, scales well. Total slam dunk.
