UK illustration agency BranNu tapped for QV Melbourne campaign with a lot of Latitude
Destinational shopping precinct QV Melbourne has just launched the next stage of its branding campaign via Melbourne branding agency Latitude and UK illustration agency BrandNu, started hitting the streets this month. It has been developed over several months and required the talents of various experts including photographer Andrew Vukosav, through to the talented illustrators at BrandNu.
Andrew Wood, managing director, Latitude, says the campaign brings
together a number of top creative minds and skills to produce an
overall piece of work that cuts through the cluttered fashion market:
"QV Melbourne is a precinct that embraces a creative culture and
cultivates style, and the campaign is designed to visualise these ideas
and communicate to a broad demographic of both Melburnians and tourists
from around the world," Wood says.
"Each year we look forward to the challenge of the QV Melbourne campaign. It's become an anticipated project for both our studio and around the globe, with some of the world's top illustrators keen to become involved in the next project."
And it seems Melburnians are also fans of the new campaign, with some
even driven to stealing the first few posters that have started
appearing around the city for their own walls at home.
Wood says the 2007 campaign featured the work from New York design studio from Vault49: "The last campaign we created was featured in a number of design publications praising the work we produced. These viewers make up an important part of our target market as creatives will often set the pace for the next style," Wood says.
"And the next campaign we'll again look to include a new and diverse approach, potentially with assistance from another talented international design firm.
Various versions of this latest campaign features around Melbourne through AdShel sites, rock posters on the streets, press ads and an outdoor site to be erected at the South Yarra station in early December.
The campaign will also extend outside of the traditional media confines and takes on an evolving lifespan online through blog sites, email and viral marketing.
QV has also launched a new website to coincide with the campaign launch, promising to provide shoppers with a better online experience.
"Each year we look forward to the challenge of the QV Melbourne campaign. It's become an anticipated project for both our studio and around the globe, with some of the world's top illustrators keen to become involved in the next project."
And it seems Melburnians are also fans of the new campaign, with some
even driven to stealing the first few posters that have started
appearing around the city for their own walls at home. Wood says the 2007 campaign featured the work from New York design studio from Vault49: "The last campaign we created was featured in a number of design publications praising the work we produced. These viewers make up an important part of our target market as creatives will often set the pace for the next style," Wood says.
"And the next campaign we'll again look to include a new and diverse approach, potentially with assistance from another talented international design firm.
Various versions of this latest campaign features around Melbourne through AdShel sites, rock posters on the streets, press ads and an outdoor site to be erected at the South Yarra station in early December.
The campaign will also extend outside of the traditional media confines and takes on an evolving lifespan online through blog sites, email and viral marketing.
QV has also launched a new website to coincide with the campaign launch, promising to provide shoppers with a better online experience.
0 TrackBacks
Listed below are links to blogs that reference this entry: UK illustration agency BranNu tapped for QV Melbourne campaign with a lot of Latitude.
TrackBack URL for this entry: http://www.campaignbrief.com/cgi-bin/mt/mt-tb.cgi/6871
12 Comments
Leave a comment
CAMPAIGN BRIEF Gold Sponsors
CAMPAIGN BRIEF Silver Sponsors
CAMPAIGN BRIEF Bronze Sponsors
Campaign Brief Magazine
Subscribe or view online to the region's most influential creative ad magazines - Campaign Brief (Australia/NZ) and Campaign Brief Asia.
Download the subscription form (PDF)
Advertise in the region's most influential creative ad magazines.
Download the rate card for Campaign Brief (Australia/NZ) or Campaign Brief Asia.
You suck the big one Latitude.
For your 'must be better overseas' attitude.
"We had to go to a different Longitude as the client rejected everything from this one"
Are there no available competent illustrators in Melbourne ?
None in Sydney ? None in Adelaide ? How about Brisbane ?
Did you actually check ?
Why exactly did that work have to leave the country ?
Please explain yourselves.
Having now read the article after taking out my patriotic anger in the first comment...
It would seem that you have made this into a yearly international competition to attract a new illustrator each year.
Is this so you can travel to a different country each year ?
Here's an idea....Make it Australian only based. Sure...you won't be able to prance around the Ivy saying "I've GOT to go to London next week" but you might see a little more of the potential of the people in this country...
Shit dude, give it a rest. You were wrong. Admit it, breathe, and chill.
If an Aussie won an international competition overseas we'd all be pretty happy, no?
is that it? at first I thought it was based on those cool music fly posters
but it's the glamour shot in the middle? would like to have seen a local do
it.
Pretty average illustration, but I guess they needed to justify the complete lack of an idea somehow.
Really love Rowland S. Howard though. Long live the Bad Seeds.
Wow Phucked Off...pretty powerful stuff.
If someone hired a British Illustrator to work in NY would Americans blink an eyelash?
Times is tough, no doubt... but that sort of protectionism is incredibly unproductive. It was a contest. An Australian didn't win. No need to get Arbeit Macht Frei on our ass.
Fashionistas are fickle and enjoy the overseas thing, and you're right, you have some of the most incredible talent in the world here. It's an exciting time to be in Australia.
Let it go and have a great tomorrow.
www.flickr.com/photos/theoffices/
Does Newman know about this? Mike Newman? Brand Newman?
Looks like Latitude is a Melbourne agency surely that's a good thing!
Nice creative!
I really like the Rowland Howard poster too...
Phuked off:
"Please explain yourselves."
Who the fuck do you think you are? I'd say it was up to them who the fuck they preferred, whether contracted or a competition winner.
And don't be so fucking naive, we aren't the best at everything, there is life outside of Australia and talent.
Phuckwit.
mmmmmm it's no TED 696