BCM WINS mX ‘BRANDS GONE WILD’ COMP
Australia’s leading creative agencies have gone wild over the latest initiative from News Limited’s mX newspaper.
mX challenged creative agencies to send in their wildest newspaper advertising ideas, with the promise the best ads – however risqué – would run for free in mX.
The campaign, ‘Brands Gone Wild’ was run to further position mX as an innovative and sexy medium for print advertising. The central idea was that all brands need to let loose occasionally and go wild – and mX was the perfect media environment to do it in, with its hard-to-get and shock-us-if-you-can Gen X and Gen Y audience.
In total, 18 separate creative agencies responded to the call, submitting a total of 28 different advertising concepts to the mX judges.
The winning entry (pictured) was from Benjamin Gay out of BCM for Sunny Queen’s Farms, which showed what appeared to be two firm naked bum-cheeks with the line ‘Eggs, now available au naturel’.
Gay wins the first prize of a brand new Macbook Air as well as the inaugural Brands Gone Wild trophy, made of 24-Carat plastic.
In addition to the winner, there were four runners-up:
• Annie Price from The Foundry for BBQs Galore
• Jakub Szymanski from DDB for OSO Food Wrap
• Darren Coombes from Design Nucleus for Twistie
• Dave Johnson from Lowe & Rivet for Lynx
As a condition of the promotion, all five shortlisted advertisements will run in mX for free over the coming months. The five creative agencies behind these ad concepts have between them won over $100,000’s worth of free media space for their clients.
mX worked with Melbourne advertising agency SMART to promote the campaign virally, in print and online. A dedicated website was set up for the campaign at www.brandsgonewild.com.au, which clocked-up over 4,000 page impressions from more than 2,000 unique browsers over the duration of the campaign.
The video on the site – featuring a packet of Crispy Flakes being led astray to a strip club on the Gold Coast and snorting caster sugar – was played over 570 times.
In addition, mX sent out a viral campaign to 600 key creative people in advertising agencies. This original email was passed on and viewed over 1,000 times.
The judging panel included Tamara Oppen, mX National Advertising Director and Joe Talcott, News Limited Group Marketing Director.
Says Tascott: “It was really exciting to walk around a room, filled with newspaper ads, all of which made me nervous! In my experience, great creative does that to you. And here was a room filled with great creative. I loved the winning entry. Not just because it got my attention, which it did straight away, but because it communicated their message in a relevant, memorable way. I can’t open a carton of eggs without remembering that ad.”
To see all the winning work, visit: http://www.brandsgonewild.com.au/gallery/
Or download the PDF:
12 Comments
Benjamin Gay? Sunny Queen’s Farms? Are you having a laugh?
Oh look! another tits and bum ad. aren’t ad people clever when left to their own devices.
I think you’re talking out of your egg.
Man that winning entry is woeful! Thats what you get when suits judge competitions. If a creative had judged this, that winning entry would have been eliminated at the first round of judging.
How many times have we seen this double take and now we have to see it again just to insult us.
The Lynx stuff is the best.
The Australian Crest ad gets my vote … taking two furry national symbols of iconic stature, and lovingly dissecting them for the worthy cause of a good barbie.
Finger licking good …
oooh, lookie….the two eggs look like a bottom…tee-hee-hee
Aussie BBQ one is a laugh.
Egg – not so.
wow how phenomenally bad.
Nice Bummy work Benny.
Great idea and execution mate.
M.
lynx by far kicked it.
what a great idea. cannes.
eggs suck.
agreed – the lynx idea is the best one. could be a caxton??
I wished the article had explained that this competition was also about using the ad space creatively. It’s funny how the winning entry was a full page ad. wow never seen one of those before well done. Lynx had it over them all. Please MX re-read your brief before awarding a tits n ass idea. much appreciated.