303 Perth takes out June/July ‘Could be a Caxton’ with Office of Road Safety ‘Towards Zero’ ad
CB Exclusive – Western Australia’s Office of Road Safety ‘Towards Zero’ ad has been announced as the June / July 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.
Says Matt Smith, creative group head at BWM Sydney and the judge of the June / July competition: “My favourite is the Western Australia’s Office of Road Safety – Distracted Drivers ad. I love the interaction between smart phone and newspaper. It really brings to life the consequences of using a phone while driving. Very nice indeed. A little more attention needs to be given to the mobile vision. It could have been more shocking.”
Agency: 303 Group (Perth)
Client: Western Australia’s Office of Road Safety
Senior art director: Ross Dungey
Senior writer: Malcolm MacLean
A Highly Commended was also awarded to Virgin ‘Robin da Hood’.
Adds Smith: “The other ads I noticed were for Virgin Mobile. That Robin Da Hood is one freaky looking, lute strumming dude. Great use of mullet. Overall I saw some nice press. Enjoy.”
The August / September 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 2011 Caxton Awards.
For more information on how to enter the Could Be a Caxton competition and the Caxtons in general.
18 Comments
didn’t work.
+1 Like
Must have been a slim month.
I was told that this ad looked great on paper as an entry into a local newspaper comp over there, but on the day it failed to work as described on the entry board. Not a scam, more of a have!
Will this ad sway perception and affect public behaviour – NO.
Is it creative and geared towards an ‘award’ – YES
Was panned over West and rightly so.
Well, there you go. The idea that was pitched doesn’t live up to expectations! What happened to the fancy augmented reality we were promised. Let’s go back to awarding newspaper ads that work; instead of having to read a newspaper ad just to find myself watching a TV ad on my phone.
Fuck. I’m genuinely shocked at the attitude in this thread.
I bet nobody from the top five has posted in this thread (nor would they want to).
It’s all the losers who whinge and complain that this or that didn’t go their way.
It’s fuckin petty and you all need a kick up the ass.
Damn right 12:48! A good, relevant idea is a good, relevant idea. That’s what should win awards. And no, I’m not from 303.
12.48.
Most creatives are too busy waxing themselves downstairs and getting their hair looking just right for award shows to get their fingers dirty tapping the wireless keyboard onto this blog. It’s a shame we have only us losers here. Hi guys! Bottom feeders like us are the only ones who comment anonymously or pay any attention to other losers comments. It’s fun. We don’t really care what we are commenting about as long as we can bag somebody or their work as we hide under ‘anonymous ledges’ in murky depths of the ad business.
I’m genuinely not shocked. It’s a golden opportunity to have a go. High profile team, lots of pissed of teams who entered the Caxton competition waiting for the ad to fail so they could say ‘told you so’. The perfect storm.
I actually liked the ad but I would never admit it on this blog. It would be out of order.
All the posts above mine have a strangely parochial feel.
Does anyone ever leave a positive comment on these? Angry negative people, get off the site…… sick of reading your whinge!
I hate hate hate hate it.
Nice idea and good use of technology.
I’m not from 303. I’m from Lowe.
5.20.
You’re right. It’s time for us to put aside our petty jealousies, leave those bitter words at the door and come in here happy, positive and full of good things to say. So… I think this work is almost not nearly quite as bad as everyone is saying it is and it doesn’t really matter that they missed the opportunity to make the execution as impactful as it could be and the judge was probably just having a bad day when he said a little more attention needs to be given to the mobile version. All in all it’s an almost nice piece of work that anyone would be happy to have in their book if that book was a little thin on conceptual ideas. Wow. This positivity thing feels great.
Was the talent used here Steady Eddy? that arm/hand looks really mong.
Did the ad work?
if not, shit.
if did, gold.