British Airway’s ‘Down Under’s Not Over’ print campaign wins January 2013 Could Be a Caxton

British Airway’s ‘Down Under’s Not Over’ print campaign has been announced as the October 2012 – January 2013 winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis.

Client: British Airways

Artworker: Michael Low

For more information on how to enter the Could Be a Caxton competition and the Caxtons in general, click here.

Says Jay Gelardi, digital creative director at The Monkeys and the judge of the October/November competition: “Such a simple idea so beautifully executed. Familiar colours and instantly recognisable but misplaced elements draw you in and convey the message so succinctly, and in BA’s brand colours, that the logo and copy are almost superfluous.

It seems the stars of the Southern Cross aligned as brand, service and concept came together in what feels like, but no doubt wasn’t, a brilliantly effortless execution.”

Says Dave Brady, head of art at Whybin\TBWA and December/January: “It was slim pickings in the December/January entry bag. Fortunately Jay had a more fruitful couple of months from which to pick.”

About the British Airways ad, Brady added: “Whoever art directed this should be shot. Surely taking liberties with the nation’s flag like this is an act of treason. And where’s the other star? This isn’t New Zealand you know. Subversion aside this is clean, crisp and simple. It’s not shattering any moulds but I’m a sucker for a strong visual idea. It’s visually arresting and communicates the message elegantly and efficiently.”

A Highly Commended was also awarded by Gelardi and Brady to Metro Trains Melbourne’s ‘Dumb Ways to Die’ via McCann Melbourne.

Metro Trains – ‘Dumb Ways to Die’

Strategy: Adrian Mills

Says Gelardi: “Refreshingly this ad steers clear of the shock factor that defines the category, but interestingly made me think more about the stupidity of unnecessary train-related deaths than I ever have before. And who’d have thought you could make something so macabre as death by electrocution quite so charming?”

Says Brady: “Even if you haven’t seen the music clip that got that song on infinite repeat in your brain, this is an easy win. Great illustration style that lets you get away with accidental death in a “Ahh cute, he’s just electrocuted himself and burned his entire skin off” kind of way. It’s one of those rare ads where people probably do stop to read the copy. Sure it’s just a still from the film but it’s well laid out and treated with the same love and charm. And now I have that song in my head again. Thanks for that.”

The February/March Could Be a Caxton competition is now open for entries. It’s free to enter and anyone can submit nominations. The copywriter and art director responsible for the newspaper campaign judged best of the year’s Could Be a Caxton bi-monthly winning ads, will score an all expenses-paid trip to the 2013 Caxton Awards.