The 30 best ads from Campaign Brief’s 30 years. 2004: ORS ‘Stopping Distance’ outdoor
Campaign Brief WA turns 30 this month, so over the thirty days of June we’re looking back and choosing the best ad done in each of our 30 years.
Best ad of 2004 was Marketforce’s Adshel for the Office of Road Safety’s Speed program. Created by Dave Govier, Levi Slavin (now at Anomaly New York) and newly arrived Creative Director Andrew Tinning, it was a brilliant way of demonstrating the difference travelling at 5kmh over the speed limit could make.
There was a pretty slick TVC out of Victoria for the Drop 5 campaign, with a professor and plenty of technical wizardry, but this was better. A simple, quick, ‘practical’ demonstration of the possible consequences of those extra 5ks.
It won the Outdoor Media Association’s outdoor ad of the year nationally, which entitled ORS to $500,000 worth of outdoor media. See, they thought it would be won by a national advertiser and that amount could be spread over the whole country. $500k just in WA is a LOT of outdoor. Not sure if they got to use it all.
2004 was also the first year of our Caxton Creative Exercise, sponsored by The West Australian. Tinning was the inaugural winner (shit – he’d only just got here!) with a heart-wrenching ad for Alzheimer’s Australia.
It was a great start for this competition, which has fostered some of WA’s best press advertising over our third decade.
4 Comments
I spy a bonus Cold Cindy as talent in the ORS shot. An amazing idea. And the Alzheimers piece just had us all in awe when we saw it at MF. A classic Tinno idea.
Two bloody great ads!
I remember thinking at the time we should’ve had a pram next to Cold Cindy – could’ve turned her into Gold Cindy! Erin Baker, who was doing work experience in the creative department at the time, deserves a lot of the credit for Alzheimers. Her a efforts on that one should not be forgotten.
If I saw Cold Cindy sitting there looking like that I’d definitely stop in time.