The sound of ABBA at Perth Zoo
November 25 2010, 10:36 am | | 30 Comments
The lionesses at the Perth Zoo are getting ready for the live performance of Bjorn Again, the world’s most famous ABBA tribute band. The Brand Agency created this poster to promote the event.
Credits: Executive Creative Director: Garry Horner. Copywriter: Mitch Mitchell. Art Director: Danielle Glenister. Retoucher: Nicola Commons, Julian Farnan. Account Director: Sharon Chalwell
30 Comments
Abbasolutely brilliant.
Nice one guys.
There is more creativity on Simon te brink’s comment!
If thats what perth think is good work – we have along way to go!
C’mon guys its Perth Zoo!!!!
You can have heaps more fun with it!
Is it advertising the tigers or Perth zoo or ….
The media channels you could use with this creative …..
Outdoor – font is too small
Press – font too small
TV – font too small
Mags – maybe but font is too small
Online – yes
.. Did I mention the font is too small
A timely reminder of the huge hole Tinning is going to leave in Perth’s creative output
12.27, I could be wrong, but I have the feeling that the concept went over your head?????…which, unfortunately, I believe will happen when it’s out in the real world and not in this forum (and so presented to an audience who have the inclination to play ‘spot the concept’).
Oh, yeah… almost forgot….. the Tigers? ‘Needs glasses’… you’re not wrong, Narelle.
12.27 I totally agree. Come on guys do something brilliant. You have a great client!
Simple homage to iconic Abba image, good stuff.
2.02
Iconic Abba image, but from a single moment in one old video. Way too esoteric for overseas judges who have not been spoon-fed Abba iconography from an early age like we have. To have global appeal it would need to appear on at least Page One of a google image search of “abba”. Which it doesn’t.
I’m an Abba fan, love it!
12.27, lions (no, they’re not tigers) doing an ABBA pose is not ‘fun’ enough for ya? you obviously didn’t understand it.
in fact, i think there’s a few people here not getting the concept.
me? i do, i do, i do…
I’m wondering now if the mere fact that I “got” the concept makes me appear old?
I think this concept was borrowed from one of the key images of Agnetha and Frida from the Waterloo video? Or was is Money Money Money?
I was in fact 6 years old when my parents flew me from Geraldton to see a the only matinee ABBA concert on Saturday, March 12, 1977 at 3.00 p.m at the Perth Entertainment Centre. Apparently I was so excited I had a little vommie on the plane.
Anyway…nice concept…I racked up Abba tunes playlist on youtube after seeing this and went on a little nostagia trip this arvo.
So thanks for that.
12.27. You are clearly way to tuned into bogun Perth retail advertising.
I like this simple idea.
Its the classic ABBA party pose.
Simon, it was Mamma Mia
Simple, relevant and bang on for fans of Abba who will easily get it.
Not a hard get for judges either. It has something that is often lacking in work created in Perth. An idea.
Well done Gazza and team.
Keep them coming.
(And no, I don’t work for the agency, just enjoy seeing a genuine passion to do better creativity.)
I think ‘we’ get it ’cause we’re ad people on an ad forum analysing the ad. Joe Blow won’t abba bloody clue!
6.46am
Spot on. Most Joe Blows will think the lions are there cos it’s a zoo – which it is – and not pay too much attention to the fact that they are styled like a shot from Mama Mia. That subtlety is reserved for peers (and the relevant aggregator creative ad sites) The logic underlying this is the same as The Box from the same agency. Do something for a loyal client which sneaks in a trojan benefit for the agency itself.
I totally looked too far into this… Thought it was a play on the famous film about lions – ‘Born Free’ and how they will now get to be ‘Bjorn Again’.
Love ABBA, but maybe just not that into them to understand the pose. So why two lions and not say an orangutan for Agnetha and llama for Frida???
Might grab attention, but font is a little small…
6.46. Of course they will you d head. – This pose is as well known as the Charlie’s Angels ‘three gals with guns’ pose – everybody’s done it in front of the camera at some point.
8.22. Sorry for hitting a nerve…massive Abba fan I take it! But that’s a really crap argument – how the hell can three lions hold a gun.
6.46
OK. Now I get the ABBA thing, but can someone explain the headline treatment to me? Why the old sign thing? Is there some ABBA sign reference I am missing?
I think it’s great.
I’m presuming it’s two lions because they’re the same species. Like the two Abba chicks. Two humans.
Not sure an orangutan and a llama would be an accurate representation. Bit like having a human and a squid.
Hey, I’m no Attenborough, but I think any self respecting Abba fan will get it. And that, presumably, is their target market. That and lions wondering what to do on the weekend.
There are some thick lumps posting on this particular entry.
Tigers…? Are you serious?
The pose is iconic. I’m 29 and tolerate Abba about as much as a pineapple up the arse, but like anyone with whom has grown up near MTV or VH1 I understand the reference.
Anyone whom would consider going to see an Abba concert would know who Bjorn Again are.
It’s simple and effective. A ‘wink’ at it’s intended audience which will work gangbusters.
Well done Brand.
10.32.
It is simple. In old-style advertising like this, the art director spends days coming up with hundreds of different treatments for the headline. Someone in the studio does the same thing. Steam pours out of In-Design as Suitcase is cranked into overdrive. At some point, the line appears in Comic Sans. “It’s a long shot, but it might just work” mutters the print buyer who just wants to go home. Then, in the early hours, as desperation creeps in and the deadline creeps ever nearer, somebody suggests going contextual. Everyone looks at each other. “It’s a long shot, but it might just work” says the head of finance who knows the whole ad is being funded at the agency’s expense. “How about spelling it out in different types of dung?” says the cleaner who has just started her late-night shift. The writer, bent double over his pad adding the finishing touches to the `’Christmas is all wrapped up at Perth Zoo” gift shop web copy, shouts out “put it on one of those wooden direction post things, like they have at the zoo. That way, the word “live” will take on a delightful double-meaning”. “It’s a bit subtle” says the ECD three days later, looking at the carved balsa wood artefact Perth’s leading model-maker has knocked up in the three-day extension the account team magically managed to conjure out of nowhere. “What about this from Windows 98 clip-art?” He rips a roughly-cut, hastily coloured paper card with two clip-art signs on it off the wall behind his desk. One sign says “Happy”, the other “Birthday, daddy”. It’s a long shot, but it might just work…”
I think it’s perfect but i would have liked the font larger and more abba themed i.e. Bit more disco and less jurassic park. It would’ve helped it drive home to the dimwits.
…. i hope “the kylie experience” do a night at the zoo.
i would much like to see a gibbon in hotpants.
… speaking of gibbons, i’m surprised some of these comments got past the “please show us you’re human” anti-spam device
12.05 Perfectly said…well done.
1.59. Just how long have you been at Marketforce. Even the furniture is old….sorry post modernist.
If its any consolation I agree with you re the signage, its pretty lame.
Well done Danielle and Mitch. Even though I’m way too butch to like Abba, I got the reference and it made me smile. Thanks.
Oh I see the Abba reference now … hahaha – it is quite clever when you ‘get it’. I like it
I want them to do a TVC where you get to see the lions sing