Creative Directors pick The Best of Perth 2015

It’s all about radio in our annual poll of what Perth’s creative directors thought was the best work of the year, with Marketforce’s campaigns for City of Perth a popular pick. Unsurprisingly, The Brand Agency’s Pursue Impossible TVC for UWA also had plenty of admirers. But there was lots of other work that grabbed attention too, suggesting 2015 was a pretty good year after a couple of lean ones. Could this be the beginning of a creative renaissance in Perth?

Adam Barker – Gatecrasher

I’m going to go from the sublime to the ridiculous here. My favourite piece for the year is the very stylish and very slick [Pursue Impossible] TVC for UWA. As I said a couple of months back when I picked it for Creative Circle, there are a lot of reasons I love it. It cleverly wraps up prestige, inspiration and the promise of an international career in a very simple and engaging way. It combines both rational and emotional appeal to create a powerful sell, not always easy to do. And it’s brilliantly produced as well, so no wonder it cleaned up in craft at the recent PADCs (and I’m sure there are more to come). The snow and the fish tanks are a joy!

Marketforce continues to own radio it seems. The Canning and Tuart Colleges ‘Jerk – Pickles’ spot is a corker. Great idea, great writing and beautiful production. And while we’re talking about sound, I reckon The City of Perth ‘Tasty Tunes‘ was pretty damn clever too. I don’t know whether the brief led to that idea or that idea led to the brief, but either way, innovation like that deserves to be recognised.

Lastly the ridiculous, Chicken Tweet. I’m definitely not a fan of junk food, but I do have a soft spot for our feathered friends. In fact, I’m building a coop in my back yard and looking forward to the fresh eggs. At the time of writing, Betty has 38.2K followers on Twitter and has written more engaging copy than some copywriters have in their whole careers. That is one clever chook.

Creativity is alive and clucking in Perth.

Josh Edge – Longtail

It’s been a pretty solid year all round, I reckon. The rise of social media departments and dedicated digital staff on the client side has (finally) resulted in a whole bunch of local branded social channels, which should result in some even better integrated work in 2016.  And some ads even seemed to get made with actual budgets, which made a nice change. Off the top of my head, and in no particlular order, here’s what rocked Mr Edge’s socks in 2015: Betty’s Chicken Tweeting. Fucking brilliant, and retweets from Orange Is The New Black and Time.com only made it more impressive than the micro-budget genius it already was.

As a commuter, 303’s Transperth ‘Portraits‘ is one of my favourite campaigns ever to come out of Perth, so I’m glad to see it continue to roll on. With UWA, Penguin Empire (again) set a new standard of local production after the amazing ‘Horsepower’ spot from a few years ago.

The City of Perth ‘Fathers Day‘ radio was beautifully crafted, loved it. Youngblood’s Gruen win was a highlight. And a special shout-out to Leah Mammoliti for winning AWARD School this year with one of the most consistently strong student folios I’ve ever seen. Most impressive.

Brett Wheeler – Rare

A busy year, a lot of well crafted work, and a great end to the year at the PADC awards night. Here’s my favourites from 2015.

We’ve all created our fair share of land estate brands, but rarely do they win multiple awards for both design and advertising. Allara was an identity approved by a brave client that stood out from its peers within the northern corridor.

But The Brand didn’t hold back once the identity was completed. The extensions through all media placed it head and shoulders above its competitors and created a cheeky personality for what is essentially a few acres of sand.

If I’m lucky enough to have a Friday lunch I’ll catch the train in from the northern suburbs, and it’s at the Perth station where I first noticed the commanding large black and white portraits covering the walls. I didn’t know it was advertising at first, but a closer look revealed it was Transperth’s new ‘Show your good side’ campaign. It’s certainly the best execution of this familiar brief, and it cuts through because it feels more like art than advertising.

The Kardashians aren’t something I know much about, however I do know one of them is famous for her generous backside so it made me smile when I read the headline ‘We’ve been waiting for you, Kim‘ next to a rather wide IKEA chair. I really enjoy topical advertising such as this, and because it’s simply a headline next to a chair from the IKEA image library, it’s dirt cheap. We all used to create ads in this style, lots of them, but sadly we see it very rarely these days.

Other highlights were the ‘Pursue Impossible’ UWA TV campaign, various well-crafted Feral Brewing pieces and the packaging for Hippocampus distillery.

Andrew Tinning – SHEDcsc

You always realise how quickly the year has gone by when the request to write this round up lands in your inbox. 2015 has flown and in some cases, so have the great ideas.

Outdoor: Without a doubt, the best thing I saw this year was the Elephant In The Wheat Belt by JWT. Apart from cows being abducted by aliens, not a lot happens out there so when this creature began to appear around them parts, I’m sure it would’ve caused quite a stir and generated an enormous amount of intrigue and interest.

When it comes to online/social, for me it’s two in a row for JWT.  Their ‘Crack House Experience‘ project is awesome. At the time of writing this, it had only just gone live but will no doubt go nuts across social media, as it truly is something worth sharing. More importantly it won’t just rack up views and likes and win awards, it will also be effective in terms of producing a tangible business outcome. Well done to Gettin’ Hectic for their part in the project which I imagine would’ve been significant.

Best radio goes to the Brand for St. John’s Ambulance. There were a lot’s of great funny quirky spots done throughout the year, but this was serious powerful stuff beautifully written and produced.

Print …nothing really stands out as being exceptional so on craft alone, I’ll give the nod to the Brand again for their MS campaign.

And the same goes for TV. Purely for the craft, the gong goes to Brand’s UWA spot.

Lastly but by no means in last place Braincells packaging work for Hippocampus was my top pick in design.

Overall, it’s encouraging to see som
e world-class ideas beyond the traditional media that Perth is renown for. For local agencies and the local industry to be considered on par with the rest of the country and the world, we need to all be producing more of it.

Richard Berney – 303Lowe

What’s got the goodness in 2015? ‘Shart’, ‘Allara for All’, ‘Chicken Tweet’ – yes, yes, yes. How about Brownes ‘A Natural Silence‘ TVCs by Meerkats. Let’s take a few quiet moments to contemplate why this is pitch perfect…

…

…

Hmmm, there is something holy about silence. These spots are magnetic, disruptive, and strategically sniper-like. Anyone with kids, or at the very least a plugged-in pulse will agree. Beyond creative and strategy, the execution is deft. These are cute. They are funny. The type is wonderful. This took BALLS and PATIENCE – it’s always the oddball combos that sideswipe the rest of us. Job ‘kats. ☺

Malcolm MacLean – Malcolm MacLean Creative

For me, the Pursue Impossible re-brand commercial for UWA was the stand-out piece of work for 2015. It’s a shining example of what’s possible when a bold strategy, brave client, strong creative and epic production values come together.

Also from The Brand Agency was the breakthrough design work for Allara Estate. The quirky, optimistic typography across a beaming background of happy yellow made this land release a beacon for young homebuyers in a marketplace filled with stock images of backlit happy couples.

I loved the radio campaign for Lions Laser Vision created by Matt Dickson from Southern Cross Austereo. The campaign strategy of ‘Break up with your glasses’ is genius and the commercials are deftly written.

The new JWT ‘Coach‘ TV campaign for Homebuyers Centre is very nicely done, and with production values that finally make this client look like the brand leader. Top directing from Paul Komadina.

Dean Graham – BBAM

UWA Pursue Impossible TVC immediately springs to mind. My comment at the time – to the Brand Agency on the CB blog – was about them “raising the bar” and it still stands. The sheer scale of the thinking and the exquisite execution still makes me jealous.

On radio, Matt Dickson’s writing never fails to impress with ‘Break up with your glasses’ a stand-out. Effectiveness reigns and I suspect this campaign worked its proverbial off (also a quick nod to the ‘We pick up clicks campaign).

And a late starter gets up by a tentacle: The Kraken promo for Adventure World at Nova HQ.

Ron Samuel – Cooch

There was a lot of experimenting going on this year. We saw some large accounts who had taken their digital work in-house last year, turn these departments into stand-alone digital agencies, some of which have become very successful. Nothing like a bit more competition. We’ve seen a lot more creative positions created outside of agencies and some great emerging talent that isn’t even on the radar of our ‘industry’ and – what’s more worrying – they don’t want to be.

We saw businesses put their entire budgets into social media because ‘you get more bang for your buck’ and fail miserably due to the lack of integration. We saw some of the largest web brands on the planet (I have a list) get into TV in a big way. Maybe it works after all.

Creatively there was a lot to like but not much to love, as usual. I loved the fact that the craft skills of those involved in the UWA spot were recognised at the recent PADC Awards. It’s been a while since the skills in our production industry have been acknowledged.

I loved the work for Hippocampus; it’s fresh and well-crafted. Don’t see that very often anymore. I also liked the consistency in the brand language that’s carried through all of the material including the website, nice work.

I liked the photography for Villa Kalisat because it made me wish I was there, which is what it’s supposed to do.

I liked the thinking behind Ashbeclee  and I hope it worked its nuts off for the client, as we need to be doing more work like this.

I liked the radio for City of Perth, well-written and well-produced. It’s not easy to create great radio consistently and the team at Marketforce do it very well.

I think 2016 will bring more change and disruption to all of us but the one thing that will remain constant is the fact that nothing works like a great idea, no matter how it finds you.

Gordon Haynes – Bear In Black

I started an agency this year with Stef Langton. As anyone with half a brain knows, starting an agency is stupid. Dealing with that level of unclever has left little time to see what’s being posted on CB. Good thing, as I have consumed advertising like a mere punter.

What stood out?

The UWA TV spot. Goes without saying. Bit of a shame the other work in the series did not match the high creative standard it set.

The Amnesty International campaign by Longtail was smart and engaging. The last time I got this involved with something online required tissues.

Speaking of, SHED’s recent installation for giant tentacle porn was impossible to miss. Those guys truly do see every brief as an opportunity not to be wasted.

I also liked the intention and the execution of 303Lowe’s campaign for Transperth. The creatives made really good use of the medium. Beautiful to look at and, I think, very effective.

In the non-advertising category, I nominate Young Henry’s lager. This fine brew found a special place in my liver this year. Pray God they find a new cannery to keep pumping out the stuff. Cheerio.

Dav Tabeshfar – J. Walter Thompson

I hate eating noises. Especially slappy, sloppy mouth noises. So there were moments when I struggled watching The Brownes ‘A Natural Silence’ campaign. However, I was able to put my middle-class Englishness aside for long enough to appreciate what a simple, beautiful thing Meerkats and Brownes have created. It’s easily the most unexpected and disarming TVC I’ve seen from Perth this year, and despite the disgraceful table manners, it’s a joy to watch.

Another body of work with atrocious manners is the Allara land development brand identity. It doesn’t so much grab your attention as roundhouse kick it to the face. The development, just north of Alkimos, is wrapped in high-vis yellow and features rather scruffy and anarchic graphi
c elements. Not everyone will like it, but a few people will love it – and that’s why I think it’s worthy of celebration.

Finally the St John Ambulance ‘CPR Hero‘ activation. This multi-player game trains you to give CPR in time to music. It looks like a lot of fun, and I have no doubt many people will learn some basic but potentially lifesaving skills. I’d love to see this activation touring schools, unis and workplaces.

Craig Buchanan – The Brand Agency

What’s really pleasing about the work coming out of this little city at the moment, is the level of craft continues to improve. Art Direction, typography, sound design, music, cinematography, photography, direction etc etc are all improving with the best being as good as anywhere.

The stand out campaigns for me are Brownes Yogurt ‘Natural Silence’, Feral Brewing, and I thought this year’s PADC Call for Entries was a great insight; simple and well executed. The ‘Elephant in the Wheatbelt’ for RAC was an amazing piece and would get my vote for Best of Year.

Dan Bradley – Meerkats

There are 16 different kinds of cancer. I wonder what Darwin would think about the evolutionary trajectory of Humans who keep doing something dumb, even though they know it’s going to shorten their life.

Take smoking. They know, we know. And anti-smoking adverts have been running for so long now that it’s surprising here are any fresh takes on the subject, yet the ‘16 different kinds of Cancer‘ campaign by Gatecrasher manages to find one, showing the human cost tinged with deep regret.

And maybe it’s because I’ve known people who’ve lost their lives to cancer or who have been affected by smoking, but this spot stuck in my head.

The TV is carefully crafted in a gently observational style. That dinner scene where the woman feeds herself through a tube into her gut chills me every time I see it, especially the way the tube slowly empties into her as a look of despair drifts across her face.

The careful treatment of the soundscape when the man gets told he has cancer at the start is compelling and lovely. Can you say that about a cancer spot?

Now I know that there is ongoing debate as to whether campaigns which highlight the negative in this way actually change behaviour, but I think given all the campaigns there have ever been about smoking, showing that just because your lungs may be clear doesn’t mean you’re safe, punctures any complacency for the few smokers left.

Tom Wilson – Kiosk

It was really great to see some fantastic press and posters this year. Two beautifully crafted and well written campaigns stood out for me. Firstly, the Transperth ‘Show Your Good Side’ posters from 303 were stunningly photographed and told truly engaging personal stories.

The other was the MS campaign from Brand. The illustrations and copy got me in every time I saw them in the paper.

I felt very jealous when I saw the UWA ‘Pursue Impossible’ ad from The Brand Agency. We’ve all started scripts with a version of: “We open on a palm fringed tropical beach” or “this ad happens in a number of iconic international locations” but rarely do they get made. Big production values, worldwide locations and it felt very different for the category. Well done.

For radio, it was as if the Marketforcers had snuck into my house and recorded me with my kids for their City of Perth ‘Fathers Day’. A lovely continuation of this campaign.

As always, I did this review a couple of days late, which is lucky because otherwise I wouldn’t have seen the ‘Crack House’ film from JWT for the Police Union. I’m outraged by it, so job well done.

Last and definitely not least, if you happen to be in at Meerkats, ask Paul Coghlan to show you the REIWA Kids book. It’s awesome.

Jeff Champtaloup – braincells

Natural is a powerful word, especially when it’s used in the context of food products. Current consumer trend is to look for anything natural, to be wary of processed foods, primarily because of their added sugar content.

Brownes All Natural campaign has been on TV enough for most people to have enjoyed the 30 seconds of natural silence. The concept is simple and beautifully observed; even the fact that it’s a 30-second pack shot is excused due to the charm of children.

Naturally cute kids enjoying their tubs of Brownes Natural yoghurt in complete silence, seducing mothers from Broome to Bunbury.

I like the natural cohesion of this campaign, pack design is spot on for mainstream supermarket, communication campaign has the emotion dialled up sufficiently to convince Brownes customers and the social media let’s us know these kids are naturals, not talent.

Des Hameister – Trilogy

For me, two thousand and fifteen was all about the renaissance of world-class radio in Perth advertising.

During the year, the following three radio spots hijacked my attention with insightful concepts and excellent production values.

St John Ambulance ‘Not the time – Bleeding‘. Holy shit, this radio commercial really hits home via a spellbindingly simple demonstration of what can happen without the product. Top shelf, well done.

City of Perth ‘Fathers Day – Hairwash’. I love this spot because it’s dripping with authenticity. All of a sudden, we’re in a real family’s bathroom eavesdropping on an awkward parental moment, which is resolved with a thoughtful offer. Great work.

Westspecs ‘Shart‘. It’s funny because it’s true. Or maybe I should say, it’s funny because it’s poo. Either way, it’s hilariously entertaining whilst delivering a simple sales message. Radio gold.

(This article appeared in the December issue of Campaign Brief WA and covers work released up to around the end of November.)