303’s Caxton Competition winning ad runs
June 30 2011, 1:00 pm | | 32 Comments
303’s winning The West Australian Caxton Competition ad for the Office of Road Safety ran today on page 33 of The West Australian.
The ad was created by 303 creative team Ross Dungey and Malcolm MacLean.
32 Comments
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.
What a shame. Umm, given it doesn’t work, shouldn’t they give the award back?
Whack in the LIAs and see how it fares.
Great idea that didn’t actually work in the end. Does anyone have a phone it worked on?
Two people in our office could watch it and the other five couldn’t.
9/10 If they had just been that little bit more savvy and used a QR tag instead of a web address that would have been really impressive.
Everybody I knew was holding their phone horizontally to match the headline and watching the video on its side.
What happened to the “smart phone recognising the text???” If you look at it the newspaper ad was irrelevant, you could watch the video despite it. DISAPPOINTING!
They may as well have had a blank page with the website address as all it did was re-direct you to the video online. Epic fail.
The ad should be withdrawn and my ad for Lotto where you waved your phone over the headline and money started filling your bank account should of won. Or that other entry for Nivea where you rubbed the newspaper ad on your face and your face changes and you like George Clooney or Julia Roberts should of won. Or the one where you hold the ad up to the light and you can see thur girls dresses should of won.
Haha. Sour grapes, what a surprise.
It worked on lots of phones in our office and we were pretty impressed! The interactive element ads another dimension to the press medium and is a great justification for the Caxton competition.
Regarding QR codes – we’re not in Korea here people. Lets be honest about the penetration of such technology outside our air conditioned offices before we risk looking out of touch with the common man.
Well done Ross & Mal!
Strong bitterness in this thread….
It was a good idea. It’ll take time for the technology to catch up and become seamless.
But it has set the wheels in motion for this kind of creativity to get a foot hold.
Still the worthy winner for me.
Thanks for your comment 1.48 from 303.
Or my ad where you rolled up the newspaper into a ball and ate it and it tasted like a hungry jacks whopper.
Hey. I didn’t make finalist. I did an ad where you held your art director over the headline and he turned into Warren Brown.
Empty. I feel empty.
All that effort, and so little reward. No wonder consumers are fed up with today’s self-indulgent advertising.
Sorry , it’s dull. It wouldn’t stop me in a paper or induce me to participate, regardless of the fact it doesn’t work.
To the uneducated punter, they’ll see what I see at first glance. An ad that appears to ask the viewer as a driver, to use their smartphone whilst driving and shows a car coming at you in the opposite direction. While you’re busy texting. Killer ad alright.
It’s so confusingly written I still have no idea what it’s actually about but if you’re seriously thinking the average West reader is a) going to understand the ad in the first place and b) expend the effort to get out their phone and try it, I have an awesome concept too. Any chance you could lend me $20k to get it off the ground? Apparently they’re just handing them out willy nilly.
Print / Technology execution in disguise as an idea.
This ain’t bitterness it just don’t deserve to win – can you hear the tumbleweeds?
Why? Someone tell me why?
I’m sure the award entry will detail how it worked perfectly.
Distracted driver concept works better if you add this url to your smart phone instead. http://www.youtube.com/watch?v=UQEXJc9m3tU&
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.
1.05PM – Now that’s an idea.
You’re right 2.25PM.
Nobody from the ‘TOP FIVE’ has anything to do with the CB blog.
They 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.
I’ll tell Mal and Ross in person one day.
Hey, I think you must work for the agency that’s fifth or possibly fourth on your little list. Otherwise it would of been the TOP THREE. x
2.25.
An anonymous panning on here has been a rite of passage for many award-winning ads in the past. Who can forget the self-righteous rantings about the Mandurah Mail? Or the it-looks-just-like-that-x-ray-ad-for-X discussion of a few years ago? If anything it helps winkle out the ones that will obviously fail when they travel, saving an astute creative director lots of money in award fees (“well, the anons panned it and, to be honest, they do have a point…”) If it’s good enough, it will succeed despite the critique. If it’s not, protecting it like some frail child from the baying mob is not going to help it’s chances.
2.25.
Your top five comment must be a joke. Are you serious?
Hey 2.25. I work in the top five and I want to.
2.25
This or that didn’t go their way. Yep that’s why they are not top five in Perth. Too much this and that going the wrong way all the time. You must be wise 2.25. Which way should this and that go so I can be like you. Does your this and that always go your way? What’s your secret?
I’ll take on that bet x2.25. How much? I bet that most of the comments are from your so called top five.
Soon you will simply place your newspaper next to your TV, Ipad or laptop and the ads will be sent across to your screen. No more turning the pages of the paper. The future is coming sooner than you think.