Adfest-2017.jpgThe winners of this year's Interactive, Mobile, Print Craft, Design, Direct, Promo, Press, Outdoor, New Director and Film Craft Lotus were revealed tonight at the 20th Adfest, held in Pattaya, Thailand.

Adfest Grand Jury President Ted Royer, Chief Creative Officer of Droga5, said of this year's entries: "I've seen ideas that are going into unchartered territory in a great way, and innovations that I'm really happy exist in the world now. It's been especially fun judging work that emerges from local insights, yet can be appreciated by people all over the world."

The main category winners from Australia and New Zealand are:

Thumbnail image for REWORD.jpgInteractive Lotus
Leo Burnett Melbourne took home a Gold award for Reword brand work, "Reword" in the Digital Design Application category, and Clemenger BBDO Wellington won a Gold for NZ Transport Agency, "Hello" in the Viral VDO category. This year there were 204 entries for Interactive Lotus. A total of 16 awards were announced, including 4 Gold, 8 Silver and 4 Bronze awards. No Grande Lotus was given out for the Interactive category.

Mobile Lotus
Colenso BBDO Auckland picked up a Gold award for Pedigree Dog Food, "A Dog's Story" - entered in the Mobile Application & Other Downloadable Tools. This year Mobile Lotus received 89 entries and 17 awards, including 1 Grande Lotus, 3 Gold, 7 Silver and 6 Bronze awards.

Ron Samuel's flashbacks from AdFest 2017

Ron Samuel.jpgFormer judge and AdFest veteran Ron Samuel (left) details his flash backs from AdFest 2017.

Day 1
I clearly remember arriving in Bangkok on Tuesday afternoon, meeting Kim Shaw at the airport, getting into the mini-bus and being handed my first Singha Beer. Then it was Wednesday afternoon.

Day 2
The first speaker was a highlight today. Claudia Cristovao from AKQA in Tokyo talked about content without sounding like an over amped digital evangilist. The context of her talk was simple, very relevant and we finally had a digital person discussing the stuff that we all suspected must be happening in cyberland. Such as people like you and me reaching peak content or, as I like to call it, content fatigue, where we are taking longer and more regular digital breaks, downtime from devices and doing things that we enjoyed in our pre-web existence. Yes, even the millenials are doing it, whilst sharing the experience on social media.
IMG_2967.JPGAgency creatives battled through one of Sydney's massive thunder storms this week to attend the first of what AWARD hopes will become regular inter-agency speaker events, exclusive to members.

Aussie expat Matt Eastwood, J. Walter Thompson's worldwide chief creative officer, brought his "Passion trumps Talent" talk to a large group of creatives spread across J. Walter Thompson, BMF, M&C Saatchi, Clemenger BBDO, BWM Dentsu, TBWA, Richards Rose, Leo Burnett, The Kitchen Table and CHE Proximity.

It was standing room only as attendees spilled out into JWT's corridors to hear Eastwood talk about what he looks for when hiring creative people and what he believes is the secret that drives many successful artists and business leaders.
Maxibon (1).jpgIndependent digital agency Deepend and Peters Ice Cream have launched a cross-channel campaign for Maxibon, including a bespoke app to encourage 'Maxibonding' between mates.

In a three-pronged approach, the full campaign consists of nation-wide outdoor creative, unique digital assets including a tailored Snapchat lens, and a bespoke app. The campaign is underpinned by a carefully targeted social media strategy that will roll out until early April.

Screen Shot 2017-03-24 at 9.20.51 am.jpgInternational drama and TVC director Peter Lydon has joined AIRBAG's roster.

In Australia he's known for his Foxtel work with Joanna Lumley, and his Samsung work with Leo Burnett Sydney. The latter features Hodor from Game of Thrones, and has won over a dozen awards globally, including 3 Cannes Lions in 2016.

Lydon has directed smash TV shows including Shameless, Diary of a Call Girl and Teachers, and has created memorable commercials for clients as diverse as Ikea, Sky, Carlsberg and VW.
Screen Shot 2017-03-24 at 8.03.46 am.jpgIn Ferrari's home town of Maranello (Italy) on Friday 24th February, Scuderia Ferrari officially unveiled the SF70H, its new Formula 1 2017 car for the upcoming season. The livery features for the first time the Swisse Wellness brand, as an official supplier to Scuderia Ferrari.

To celebrate the partnership, Swisse Wellness will roll out a full-scale communications and marketing strategy leveraging the partnership across Australia, China, USA and New Zealand.

Titled 'Power Your Passion' the new campaign via agency Noisy Beast and production company Collider, highlights the shared passion and commitment the two global brands have to creating world-class products.


Davy Rennie's Adobe Summit Diary: Day 3

IMG_1459 (1).jpgFollowing his time in Austin, Texas, Davy Rennie, experience design director, The White Agency is covering the Adobe Summit 2017 in Las Vegas, exclusively for Campaign Brief.

Adobe Summit - Day 3

16 days.

7 flights.

2 Cities.

2 Conferences

1 or 2 beers.

Millions of ideas.

As I arrive at my last full day of conferences, my body is crying out for Northern Beaches sea air, a good coffee and good food. My mind, on the other hand, is bursting with new ideas and inspiration.
Late Shift.jpgUM Sydney's campaign for Transport for New South Wales aimed at combating fatigue driving has won three Gold Awards at the 2017 Festival of Media Awards Asia announced in Singapore.

At the final tally count UM was the most awarded Australian agency at the Festival of Media Asia, with three Golds, two Silver Awards and one Bronze Award. The second most awarded Assie agency was Starcom with one Gold, two Silvers and one Bronze. MediaCom was awarded one Gold Award. OMD Sydney and Leo Burnett Melbourne scored one Silver Award each and Havas Group and PHD scored one Bronze.
700019511_MM_2521_407255753B44FED10642D88A856BEECA (1).jpgCoca-Cola South Pacific has unveiled Powerade's latest campaign Powerade Powerscore via Ogilvy, Sydney.

The interactive offering is designed to tap into Australian's inherent competitive spirit by enabling professional and amateur athletes across Australia to showcase their athletic ability and benchmark themselves against each other. Powerade Powerscore was officially launched at a special event at North Sydney Oval this week.
_3755750_orig.jpgEdge's relationship with Suncorp Group continues to grow after being appointed to drive the content strategy for Terri Scheer.

Terri Scheer is Suncorp's landlord insurance provider and is the largest specialist in this space. The insurer will be investing in content to build the brand by driving Terri Sheer's unique expertise and leadership in this area. Many property investors are not even aware that specialist landlord insurance exists, so Terri Scheer will be using content to educate property investors and grow the category.

Gawen Rudder: Dress like Matilda, or Matt

GAWEN-PIC-1.jpgGawen Rudder, principal of The Knowledge Consultancy, advises young creatives to smarten up if they want to get ahead

Matilda Kahl (left) is a one-time art director at Saatchi & Saatchi, New York. For over four years, following her previous gig at Y&R, she chose to wear the same black and white outfit to the office every day.

No more, "What the hell do I wear today?" Kahl simply bought 15 identical white silk shirts from Zara, six pairs of plain black pants, then dressed it up with a black leather ribbon tied at the neck. Job done. (Oh, and a black blazer in winter.) As she pointed out in an interview with Harpers Bazaar, "A work uniform is not an original idea. There's a group of people that have embraced this way of dressing for years - they call it a suit."

Dedicated followers of fashion will recall that Nine breakfast presenter who wore the same blue suit for a year to prove, what I think he called, "a sexism point."

The 'suit' descriptor of male account management people no longer implies they'll necessarily be wearing one. A jacket perhaps, open-neck shirt and no tie. Gone are the tight-fitting gray flannel suits and spread-collar Brooks Brothers white shirts favoured by Gregory Peck and Don Draper in the late fifties and sixties.
Andy Flemming_Adfest3.jpgI thought I'd lost my passport this morning, and after a brief, but quite dramatic few minutes I managed to find it in my bag along with a strip of Nurofen Plus.

To be honest, I was more relieved to find the painkillers as a passport can't dent a hangover the size of the one I woke up with. Most of the judges have been out until late, so the thought of sitting in a dark room for the day with endless coffee and absolutely no speaking allowed is seen as more of a blessed relief than the chore it can sometimes be.
Screen Shot 2017-03-23 at 2.39.09 pm.jpgWinter is coming and Jemena is capturing the attention and imaginations of NSW residents with a quirky, creative campaign from BWM Dentsu to assure how Natural Gas makes home comforts 'Instantly Better'.

Comprising one 30-second and three 15 second-TVCs, the campaign features Scorchy the Dragon who drives home the benefits of Natural Gas for precision cooking, and instant, controllable hot water and heating by literally jolting people from the everyday tasks of preparing a meal, bathing and keeping warm. These are accompanied by an unbranded 60-second content piece for cinema, out-of-home advertising and bus wraps, digital and radio content.


Paul Yole's AdFest Diary: Day 1

IMG_5005 (1).jpgPaul Yole (left) is a retired planner who has covered awards shows for CB for over 10 years. This year he shares some observations from the 20th anniversary edition of Adfest.

The More Things Change...

The Adfest program has a high proportion of technology-based presentations this year.

This is probably a good thing because everyone in the business needs to learn about new stuff.

The only thing that concerns me is whether we are missing the opportunity to remind people (or educate them) about the unchanging truths of understanding and influencing human behaviour.

Which, after all, is our job.
Park_Pullupsydaisy (1).jpgThe second round of finalists have just been released for AdFest 2017, namely in Branded Content & Entertainment, Direct, Innova, Integrated, Lotus Roots and Promo.

Australia has scored 42 finalists led by McCann Melbourne with 16 finalists, followed by Leo Burnett Sydney with 11, Leo Burnett Melbourne with six, Saatchi & Saatchi Sydney with five, McCann Sydney with two and BWM Dentsu Sydney and Havas Worldwide Australia with one finalist each.

Leo Burnett Sydney led the Australian agency pack in the Branded Content & Entertainment Lotus category with four finalists, followed by McCann Melbourne with three and BWM Dentsu Sydney and Leo Burnett Melbourne with one finalist each.
Velvet_PierreDinand_1.jpgPerfume brand, Map of The Heart, created by Jeffrey Darling's production company Velvet, has been chosen to exhibit at the Pierre Dinand Retrospective at Liberty in London.

Master perfume bottle designer Pierre Dinand's career has spanned 50yrs and seen him work with every major fashion house in the world, from Dior to Givenchy, Yves Saint Laurent and Calvin Klein, he has created some of the most iconic bottles of all time. Trained as an architect, followed by a career as an advertising creative, Dinand's designs continue to push the boundaries of traditional perfume bottles.

Justine_Armour-pic-thumb-400x286-229570.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Justine Armour, group creative director, 72andSunny, New York.

Best for me is the Speed Blinds You idea. I wasn't expecting to rate this one because it's kind of ugly, but then you realize that visual is key to the message. Slow down campaigns have been done a million ways, so well done on finding a new and interesting way to make me think about this. Strong execution and editing on this one, too. READ MORE...
OMDonate.jpgOMD Australia has officially launched a new charity initiative called OMDonate, a committee which brings OMD's charity work across all its offices under the one banner.

The creation of OMDonate will strengthen the ongoing commitment of OMD, its staff and senior leadership to make a real, measurable and positive long term impact on the wider community.

Says Aimee Buchanan, CEO, OMD Australia: "As an agency we've always spent time supporting charities, whether through assisting them our skills or raising funds for good causes from OMD staff. OMDonate will bring more focus to this area and deliver improved outcomes from our staff and the charities we work with."

Davy Rennie's Adobe Summit Diary: Day 2

Adobe Photos (1).jpgFollowing his time in Austin, Texas, Davy Rennie, experience design director, The White Agency is covering the Adobe Summit 2017 in Las Vegas, exclusively for Campaign Brief.

Adobe Summit - Day 2
We're off for Day Two at the Adobe Summit, and the sheer scale of it is staggering. I get a seat up the back of the keynote, right in front of the speaker. It's all very Jobs-esque, but much more visually beautiful than anything Apple could pull off. It's bloody loud & bright!

Again, the buzzword of the year pops up: Experience.

We are presented with some incredible showcases of businesses who now make experiences their business; from Mercedes, to Dominoes, to National Geographic. All of these businesses have evolved into purveyors of experiences, rather than products. In fact (we are told), a number of studies have shown that businesses which focus on experiences are more successful and reliable.
chinajudginglocation.jpgThe Clio Awards, esteemed international advertising, design and communications competition today announced jury chairs in advance of the 2017 Clio Awards. Clio will turn to the burgeoning creative setting of China for its 2017 onsite-judging weeks, which will take place from July 26 to August 3 at The Sanya EDITION resort, on Hainan Island, off the coast of Southern China.

Each year, Clio gathers a panel of experts to deliberate and award the most innovative and engaging creative content from around the world.
Screen Shot 2017-03-23 at 6.42.54 am.jpgTwo mates and a creepy cat vie for KFC's new Original Recipe Stacker Burger in a humorous new campaign launched this week by Ogilvy Sydney.

Running for the next four weeks, the campaign aims to remind KFC lovers that the new special release burger (which combines two KFC fan favourites - the Original Recipe Burger and the 'Stacker' concept) is simply "The Chicken You Love, In a Bun".

Says Shaun Branagan, group creative director, Ogilvy Sydney: "When everyone - even the creepy cat next door- wants to get their paws on a KFC Original Stacker, then things go from good to bad to ugly."

Columbus win RCG account (1).jpgColumbus has won the performance media and experience services account for RCG Corporation (RCG) in Australia and New Zealand after a competitive pitch.

RCG is the regional leader in the retail and distribution sector of performance and lifestyle footwear.
Advertising_Week_Europe_London_2nd_Edition.jpegAdvertising Week, the premiere event for marketing, brand, advertising, and technology professionals, today confirms its global expansion to Sydney.

The news was confirmed at the fifth anniversary edition of Advertising Week Europe, which is taking place this week in London.
Advertising Week will host attendees in some of Sydney's most iconic venues for a week of inspiring thought-leadership programming, evening and special events that celebrate the industry and its people.

AdFest 2017 Celebrates '20 Years of Diversity'

ADFEST 2017 20 YEARS OF DIVERSITY_2.jpgNow in its twentieth year, AdFest has opened its doors to welcome close to 1200 delegates today at Peach, Royal Cliff Hotels Group, Pattaya, Thailand, its spiritual home where it hosts its extended family of delegates, juries, speakers and exhibitors.

The advertising festival celebrates and inspires creativity, bringing both Craft and Creative industries together over the four-day event. It offers a wide variety of rich content, from speaker sessions and workshops sourced from around the world to the largest exhibition of creative entries from the Asia Pacific and Middle East regions, culminating in the Lotus Awards that select and reward the best work across separate 18 Craft and Creative categories.
PocketPatrol_lifesaver_Highres (1)-thumb-400x188-237956.jpgThe first round of finalists have just been released for AdFest 2017, namely in Design, Effective, Film Craft, Film, Interactive, Media, Mobile, New Director, Outdoor, Press, Print Craft and Radio.

Australia has scored 64 finalists led by Leo Burnett Sydney with 12 finalists, then McCann Melbourne with 11 and production company Finch with 9.

In the Design Lotus category McCann Melbourne and Leo Burnett Sydney received one finalist each.
McWhopper-billboard.jpgBrewtroleum.jpgFollowing numerous requests the entry deadline to Campaign Brief's The Work 2017 has been extended.

Agencies and Production Companies in Asia, Australia and New Zealand are invited to enter.

The final deadline is Friday March 31st.

Now in its 15th year, The Work features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as a true record of creativity for the entire region. 

Acceptances in The Work 2017 count in the upcoming 2017 Campaign Brief Asia Creative Rankings.

There are three things that differentiate The Work 2017 from traditional award shows:

Firstly, entries are FREE.

Secondly, we are selective - to qualify for entry the ad or campaign must have already passed the test and been a finalist or winner at an awards show.

Thirdly, there are no wasted entry fees - only your accepted work incurs an acceptance fee.

All entries are uploaded online: Judging will take place mid March and notifications of acceptances will be sent out early April 2017. Accepted work will be featured on The Work 2017 website.
Screen Shot 2017-03-22 at 10.16.12 am.jpgAustralian super market chain Woolworths, has debuted its latest spot in the 'That's Why I Pick Woolies' brand campaign from M&C Saatchi, Sydney.

The campaign was directed by Steve Hudson of Plaza Films.

Screen Shot 2017-03-22 at 9.38.40 am.jpg20 brands from around the world have been shortlisted for the Warc Innovation Awards, a global search for effective marketing innovation. Australia has scored two finalists including McCann Melbourne Vision Australia for 'Free Puppies Forever' and0 (1)-thumb-400x225-219284.jpg Saatchi & Saatchi Sydney for Toyota Motor Corporation 'LandCrusier Emergency Network'.

The 25-strong judging panel, chaired by Dana Anderson, SVP and chief marketing officer of global snacks company Mondel─ôz International, have shortlisted a diverse selection of campaigns from a wide range of territories including Australia, Egypt, India, Lebanon, Slovenia, Taiwan, Thailand, United Arab Emirates, United Kingdom and USA.
6 (1).jpgAustralian fashion retailer General Pants Co. has released its seasonal denim campaign.

"Denim, it's in our veins" was photographed by Levon Baird and features a tribe of models wearing the new season must-have denim styles by brands including Dr Denim, Insight, Ksubi, Lee Denim, Neuw Denim, Nudie Jeans, Rolla's and Wrangler. Featured in the window of 53 stores throughout Australia, the models have IV drips to represent blue denim running through their veins. The concept stems from General Pants Co. having been established as a denim specialist since 1972.

UHoh70WZDaEpO666sycDXqMtxzJE6gObk3L6SUMt-p2c48BL1tDwLJBPGS99aoYHweElTA=s2048 (1).jpgToday sees the relaunch of specialist brand design agency The Creative Co., now as a part of United Yeah and under new leadership.

The agency will be led by Scott Richmond (left) and Mitch Woodfield (right) as head of brand and creative director respectively. Together, the duo have been charged with continuing to build on the agency's foundations of the past decade, which has seen work for brands such as NSW & Australian Government, Telstra, Sony Music, GPT, Workskil, Allied Mills and more.

Davy Rennie's Adobe Summit Diary: Day 1

image2 (1).jpgFollowing his time in Austin, Texas, Davy Rennie, experience design director, The White Agency is covering the Adobe Summit 2017 in Las Vegas, exclusively for Campaign Brief.

Adobe Summit - Day 1: Partners Day

After spending a few restless days in Vegas following the buzz of SXSW, Adobe finally rolls into town and it's my saviour. Vegas seems like the place you go to for 36hrs at most, not 5 days.

First thing I notice is that the baseball caps and t-shirts that were a standard feature at SXSW are nowhere to be seen, while suits abound.

Low and bloody behold, it's all about experiences. They talk about a wave, aptly named, the 'Experience Wave', which they (like most) believe is the most disruptive force in the market at the moment. Customers are demanding experiences from brands, as opposed to products (let me get my drum).
Triggs & Seal The-M-Agency.jpgIndependent full-service marketing and advertising agency, The M Agency, has hired one of the entertainment and arts industries' most highly respected executives, Marcus Seal (left), to lead its growth nationally and the development of the business in Melbourne.

As head of marketing and business development, Seal will be responsible for the agency's growth strategy. He will also be pivotal in ensuring the agency retains its market leadership position and continues to shape the way that entertainment is marketed in Australia and New Zealand.
17351415_214894835657622_8416237576154775552_n.jpgThe 2017 Facebook Awards is now open for submission. This year, it's all about the work that moved people. Facebook is recognising some of the best creative work on Facebook, Instagram and Audience Network based on how it made people feel and how it helped businesses grow--the work that made the Facebook community laugh, cry, love, wow and act.

This year's submission period closes on April 28, 2017.

Visit to learn more about the entry process and submit your work.
Mission Foods - Raspberry Mille Feuille.jpgMediaCom Beyond Advertising, (MBA), MediaCom's specialist division has secured a partnership with production company, HSquared to integrate Mission Foods into a series of cooking programs scheduled throughout 2017.

By creating an Australian first production optimisation deal with H2, this partnership will see full integration into TV and digital broadcast properties within Network 10 programmes including Good Chef, Bad Chef and Everyday Gourmet.

Working in partnership with HSquared's production team, 200+ pieces of original of content (broadcast content, bespoke content, digital activity) will be created using their bespoke studio kitchen on non-TV filming days via one supplier.


ADC and One Show Picks of the Day

Screen Shot 2017-03-22 at 6.16.18 am.jpgThe latest ADC and One Show picks of the day have been released from One Show and ADC judging.

ADC and One Show picks are from Aussie expat John Mescall, global ECD, McCann New York; Aussie expat Eric Quennoy, ECD, W+K Amsterdam; Bruno Bertelli, global CCO, Publicis Milan; Nellie Kim, partner/VP and CD at ig2 Toronto; Karolina Galacz, deputy CD, Y&R Budapest and Nadja Loddgot, creative partner, AMV BBDO, London.


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