Creative Circle: Tim Newton + Ryan Vergone
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 Tim Newton (above left) and Ryan Vergone (right).
Tim Newton
Wunderman Thompson
Creative lead
WA: Part of My Story – Rhythm Agency/Nani Creative
There has been some lovely work out there in Perth Adland recently, but few of the pieces had such a driven, purposeful, carefully nuanced meaning as Part of My Story. There is a pureness and simplicity of insight and such a beautiful use of illustration and animation, that is living testament of what can be achieved when true care and space is given to cultural collaboration. A benchmark for the industry in how to work across cultural spaces.
International: Compil des Bleues – Marcel/Orange
The World Cup feels like a pivotal moment for gender equality and sport, but the inevitable tirade of people ignoring or actively trying to derail the importance of this spectacle is sure to be an unfortunate talking point. Conscious and subconscious bias, as well as straight up misogyny, is neatly put in its place by this piece. When a friend from work showed me this, it made me think a little harder about some of my biases and I hope it does for many others out there.
Ryan Vergone
Trilogy
Digital Creative Director
WA: Anglicare, The Cold Call by Wildlings
This caught my eye for a couple reasons, firstly for the production – the casting and sound design are bang on and really engaged me emotionally. Secondly, I’ve seen work in this space that pushes a little too hard by telling you how to feel about the subject, but the storytelling in these spots invite you to think, not only by playing on the uncomfortable idea of a ‘cold calling’ but through stories that you can place yourself on either side of. I’m proud to see great work like this coming from WA. No one should have to make a cold call. Nice work guys!
International: Liquid Death, Greatest Hates
What do you do with negative comments? Ignore them, bury them in positive ones or maybe even ask Google to remove them…most wouldn’t think to make an 80s themed album out of them. With lyrics written entirely by real comment goblins, this is a clever and hilarious way to showcase brand all while having a laugh. Expensive water in a can is a product that’s obviously not for everyone, but if you can spin the negatives into a positive plus end up with a product you can sell, well played!
PS. I think canned water is stupid (Trying to get into Vol 4).
1 Comment
Well done to the whole Rhythm/Nani crew (and shoutout to Gordo) for Part of My Story. Agree with Tim that this is work that pushes us forward. More cross-cultural storytelling, please.