The 30 best ads of Campaign Brief’s 30 years. 2007: Tourism WA ‘Wave’ press
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.
Ahh some good stuff to choose from here. Four really strong contenders but Tourism WA ‘Wave’ was the popular pick in our end of year review that year so we’ll go with that.
Created by Marketforce’s Murray Laird and Julia Elton-Bott as an entry in our Caxton Creative competition, ‘Wave’ used the newspaper medium very cleverly. It didn’t win but kudos to the agency, client and The West Australian for running it anyway.
Created by Drew Ridley and Steve Lorimer, Midalia Steel ‘Pet Fences’ was an equally clever and relevant idea for a client that wasn’t on anyone’s radar as a hot creative prospect. It actually inspired Midalia Steel to back some more creative press work in future years.
Two very honourable mentions.
The Cancer Council ’10 Things a Bloke Should Know’ press ad from Marketforce was reminiscent of the halcyon days of press advertising just a few years earlier, when some fabulous long-copy ads were written.
The copywriter, Ryan Albuino, has recently resigned from Clemenger BBDO in Sydney to pursue some ‘serious’ writing. On the basis of the talent displayed in this ad, few would doubt he’ll be successful.
Meerkats ‘Manifesto’ for iinet was their first campaign for the ISP and introduced Finn as the spokesperson for the brand. Meerkats conducted a nationwide search for the right person to cast and ended up finding him right here in Perth. The quiet, gently humorous, self-deprecating tone of the campaign was such a refreshing change from the usual ‘blah-blah-blah’ telecomms ads.
The TVC was a bit like HBF’s ‘Ted’ – didn’t impress award judges but it resonated with the public and took the iinet brand to a whole new level.
An indication of the strength of the strategy is the fact that three different agencies have made ads featuring Finn – Meerkats, BWM and most recently Marketforce – and he always delivers.
