TABFORM GIVES A BIGGER PERSPECTIVE
March 13 2009, 9:11 am | | 27 Comments
Rare Creative Thinking has released a new campaign for the TABform newspaper. The paper is a comprehensive racing form guide, designed to give punters a broad range of information on each of the racing codes.
Credits:
Writer: Mitch Mitchell
Art Director: Dan Pierce
Creative Director: Brett Wheeler
Photographer: Aaron Bunch @ Traffic
27 Comments
oh no…
That’s Pearce actually. Sorry Dan. Didn’t even know your surname until yesterday.
I was wondering who’d be the first to pull out something using this neat tilt-shift photography technique..
So, the big question this morning is… which category in the CB Awards was the one that a certain judge said everything was rubbish except for a single entry – as mentioned in Martin’s editorial in this issue of CB hardcopy? Obviously it isn’t radio…
It’s really going to appeal to the fucking dregs that hangout in the TAB’s across aus is it?
Jesus guys…know your target.
And what’s with ‘bigger perspective’? Is that meant to mean ‘more information’?
Fuck, this is the best example of forcing an execution to fit a wrong proposition that I’ve ever seen.
Props for that.
(Disregard the above if the client’s young daughter found the above photo style and showed her mommy one night…)
10.10am. 303 haven’t started working on the business yet. So why the venom?
How very original.
http://www.coloribus.com/admirror/miniature_world/
303 don’t have the business, they only have the Sportsbet rebrand.
But yeah, relax a little dude, it’s Friday.
10.10am – you obviously don’t categorise yourself, as your sweeping generalisation puts it a ‘dreg’, however your use of language suggests otherwise – your mummy clearly didn’t teach you how to use your words.
Could it be possible that the TAB are trying to appeal to a broader market?
Thumbs up for trying something new.
10.38
I’m hurt.
And hurt people hurt people.
Which category was everything rubbish bar one entry? Was that really said?
TV maybe?
Better use of ‘perspective’?
http://adsoftheworld.com/media/print/toysrus_monument
Even better?
http://adsoftheworld.com/media/print/chevrolet_three
11.01 If they were trying to appeal to a broader market, don’t you think the communication should offer the market something new – something about racing that DOES have broader appeal. This campaign is surely aimed at existing punters by telling them they get the best racing information from TabForm.
In the surprisingly wise words of 10.10 – it really is just ‘forcing an execution to fit a wrong proposition’.
While you’re at it, I know of the really cool style called “morphing”. One person’s face blends into anothers!
12 after the 11,
Hurt leads to Pain leads to Suffering.
Compassion you must have.
p.s. anyone remember that cricket game?
11.15.
Martin’s comment is in his Perspective (p6), discussing the difference between honesty and diplomacy (ironically with reference to the blog). “Consider this comment from one of this year’s judges for the up-and-coming Campaign Brief Awards “I’ve just judged the entries and it’s one of those Creative Director moments where you have to make a choice between honesty and diplomacy. So I’ll start with honesty. They stink more than the collective arseholes of the homeless men in Hyde Park. I’m sorry but apart from one, none of them deserve to win anything. Now for diplomacy. Well they’re all winners really – but one just edged ahead of the talented pack””
If TV submissions were down 40% it could be this category. Web tends to be a bit poo too
p.s nice Perspective, Martin – maybe you should also put it up on the blog for our delectation and delight?
it’s easy enough to come across a new technique and then apply them to your own concept. I like that the client went for it though
Les B Frank – Hmm broader appeal in racing.. like people in nice clothes enjoying food and beverage whilst having fun with friends – oh dear the lifestyle ads of the betting arena. You could show people with a ticket in their hand and a BIG smile?
Appealing to a wider market doesn’t mean that the positioning of the product cannot remain the same. Could it be that the ‘actual racing’ appeals to more then the ‘dreg’ market? It seems to on Melbourne Cup Day.
The chosen art direction with the positioning line ‘get a bigger perspective’ means that the artwork is engaging with a different and for all we know broader segment of the market.
To your second point – if get a bigger perspective and the image don’t have any synergy then how did you both know what the ad is saying?
But hey I don’t know what the client brief was nor who they defined as the target market – but I like the work and think that 10.10 was a little on the harsh side of the fence.
Strong posts.
This thread is relevant to my interests.
mitchell mitchell – thats a slightly ridiculous name.
I know, they got the headline wrong.
It should have read:
Go to Toyworld and buy Scalectrix
brilliant!
Just when my love affair with Rare was heating up … and then they go and do this to me. I will never give my heart to another agency – ever.
3.17
You’re trying to force a favourable post into a negative thread.
Props for that.
So, warm fuzzies all ‘round this morning then?
Piers, it’s actually Mitch Mitchell, which is slightly less ridiculous.
6.02, we didn’t ask for your heart but if you come and see me at Oasis, I’ll give you a man-hug.
And for the record folks, sometimes headlines become ‘compromised’ along the way – that’s just the reality of doing non-scam work.
Wow the negative comments from someone who swears a lot – interesting. Before you start running your mouth off and the agency perhaps find out what the brief was. The aim for this campaign is not to introduce ‘new’ punters but to give more information to the regular readers hence the reason for the headline “Get a bigger perspective”. It also is aiming at getting punters back to the races themselves rather than just sitting at home doing the betting over the phone. Allowing them to realise there is more to TABform than just bets.
How do I know this? I used to work there so I understand the market and the way it works.
Criticism is always welcome, however make it reasonable and not just gutter trash!!
The tilt shift looks great dudes. Though some of us may have seen it, I doubt that TAB regulars have seen anything like it. Nice work.