303’s Ross Dungey and Malcolm MacLean win The West Australian’s Caxton creative exercise with a distracting ad for Office of Road Safety
303 creative team Ross Dungey and Malcolm MacLean have won this year’s The West Australian Caxton Creative exercise for their full page print advertisement for the Office of Road Safety. The presentation was made tonight by The West Australian’s agency sales manager Andrew Sculthorpe (left) at a function for Perth’s creative fraternity held at Mosman’s Restaurant in Mosman Park.
Dungey (pictured right) and MacLean’s winning ad shows the consequences of using a phone whilst driving by placing the reader in an interactive presentation.
The ad (shown below) wins a free placement in The West Australian and Dungey and MacLean win a trip to this year’s national Caxton Newspaper Festival.
There were three other very worthy finalists for the prize selected from the 70 entries submitted this year:
Crimestoppers “Put a face to the crime” by Marketforce. Created by: Guy Hamilton Howlett & Nathan Teoh.
IKEA “She loves me. She loves me not” from Meerkats. Created by Paul Coglan & Rodrigo Cassini.
Midalia Steel Pool Fences “Birth Notices” by Ad Impact. Created by: Neil Martin & Mark McDonald.
Five other ads narrowly missed out on being a finalist.
19 Comments
First the EFFIES, Next IKEA. Now this. What a good week it is turning out to be for 303. All they need tomorrow is the official re-introduction of funbags friday.
Nice stuff.
Congrats fellas. Two nice guys win! Gezz, 303 seems to be the flavour of the month.
fun bags friday.. ahh those were the days.
A real stand out idea. Congrats Ross and Mal.
Well done to The West for putting this comp on every year. It’s a fantastic opportunity for us and a lot of fun.
Congrats Mal and Dingley! 🙂
10.28 – we have a ball too and we get a blast out of the fantastic print work that comes out of this comp. It thrills us to bits to see it go on and win accolades here, in the east and even overseas – it’s so important for this industry.
Stay tuned for next year – bigger and better!
Congrats Mal! Great work
Congrats! & nice hitting of the windscreen Emma 🙂
Nice work Mal & Ross!
Is the winning ad even possible? Will 303 have to create an application that will need to be downloaded onto your iphone? Will there actually need to be QR code on there? Good luck getting this one to work, it’ll probably work as well as last years winner.
Awesome work Mal and Ross, love the idea!
Congrats to all the finalists.
Lucky they didn’t just concentrate on a media trick hey Kim? Oh, hang on, they did AND THEY FUCKING WON. Just like every year.
9.44am.
If you had taken your head out of your arse for an hour or so at the beginning of April, you would have seen all the tech blogs raving about Aurasma. It doesn’t take a genius -or clued-up WA creative -to see an opportunity for new tech like this in the notoriously gimmicky Caxton competition. Hats off to Mal and Ross, however, for finding the right client, making the technology relevant to an existing campaign and pulling the whole thing off. And if you STILL don’t know what Aurasma is or what it means for your clients, spend a bit less time posting on here and a bit more time at /www.aurasma.com/what-is-it.jsp
@7.14
Doesn’t change the fact that there still needs to be something user side, in this case the Aurasma app, for the ad to work, which I think is what @9.44 was getting at. The point is that the interaction is not instant, which the submission seems to insinuate.
Still a great idea though. Hopefully ads like this can raise the awareness of aug reality apps for both clients and the punters so in the future concepts like this do have realistic chances of success.
Knowing Les, he will have already set the wheels in motion to create a showcase Aurasma edition of the West, of which this ad will be just a part. The real point about the technology is its potential to deliver content, which is far more interesting for a media company than an ad agency.
How you going to get it to work? Good in theory. I think they should have to prove that it can work and be viable from a functional standpoint. Bogus prize! (QR code would be messy and silly.) At least Identikit was thought through and is way more compelling. At least it doesn’t have to say ‘turn the page’.
Who reads newspapers anyway?
Wasn’t AR
Wasn’t an app
Was a freakin video on Vimeo accessed by a browser
Nothing instant about this execution
EPIC FAIL