THE BEST OF PERTH LAST YEAR?
Campaign Brief’s recent issue carried our annual poll of Perth’s creative directors to highlight the best work of the year. Here we repeat the views of the CDs from Perth’s three largest agencies. Did they get it right? Did they miss anything?
ANDREW TINNING – MARKETFORCE
Let’s be honest ladies and gentlemen, it’s been a tough twelve months – particularly the last quarter – and I think you’d have to be blind and deaf not to acknowledge that it’s been reflected in the work that the local industry has produced as a result. Whether you attribute this to a lower strike rate due to less opportunity driven by less volume, or to a new conservatism spawned by the global credit crunch, the end result is the same: ’08 wasn’t a vintage year for the local creative juice. My Gran always said if you’ve nothing particularly good to say then don’t waste your words, save them until you do. So with that in mind, here we go.
The Graffiti stuff from Cooch was nice, particularly the ‘handcuffs’ piece on the back of the train seat.
The IKEA stickers on the roadside junk wasn’t bad. A bit scammy but at least they had a go.
The national obesity campaign was nice solid work; well thought out and well produced. No doubt it will be very effective. Unfortunate coincidences aside, the RAC TV was beautifully crafted. I liked the Office of Road Safety ‘Lose your license in a flash’ spot; great soundtrack. And the IKEA TV wasn’t bad either, which is the way it should be given the pedigree that comes with that client.
From the airwaves came the Perth Zoo campaign, which was a (animal) cracker.
And from the digital realm, I liked the Longtail invite that involved sending in a caricature of yourself – very charming. Beyond these and a few things we did that I’m proud of, I can’t really think of much more to write home to Mum about.
Next year will be a real test for the local industry. If you listen to the doom merchants the toughest times are still to come (Jesus I’m beginning to sound like one of them!). Time to dig deep boys and girls. Stay focussed and make the most of everything that comes your way. All good things must come to an end but fortunately the same goes for all things bad. It’s a bit cloudy out there at the moment but hopefully there’s a silver, or even better a gold lining not too far away.
LINDSAY MEDALIA – 303
As always, there was lots of good radio on offer. Brand’s Zoo campaign was arguably the best. In print, I liked Marketforce’s seatbelt X-Ray work. My ambient vote went to Cooch for their ‘handcuffs’ bus seat backs. I did struggle with the best of TV. Perhaps that’s more a function of my fading memory.
CRAIG BUCHANAN – THE BRAND AGENCY
2008 has been a good year for our industry in terms of the work. The Crimestoppers ad that won the Caxton Competition was a ripper, the Office of Road Safety ‘X-Ray’ poster was a stunning piece as was the ‘Play Room Educational Toys’ campaign out of Rare; it was a real pity the guys didn’t pick up a Caxton. As far as TV goes, the IKEA work has kept a consistent tone of voice and continues to surprise. The production values are very high and would compete with anything world wide in terms of direction.
My favourite though is the ‘How do you measure up?’ campaign. Being in the target group of 40 something with 3 kids and an expanding girth it really hit home. Got me off my butt and back on the bike and thinking seriously about eating better. I doubt whether it will do well as far as creative awards go but maybe that says more about the irony of awards than the work itself. I hope I’m wrong as it deserves to be recognised for it’s cut-through, simplicity, relevance and effective strategy. It was also extremely well directed and the talent selection was spot on. Well done to everyone who played a part in this, I reckon it may save a few lives.
13 Comments
Seems like Andrew Tinning and Craig Buchanan have opposing views of the work in 2008. I wonder who’s right…
I don’t see any ENJO book there!!!
I’d take Tinning’s word over Buchanan’s any day.
Gee, big response guys. 1 comment. I would have thought after the avalanche of bitch-fighting over the PADC awards folks would have much more to say. Everyone’s over it already?
I think Andrew, Lindsay and Craig covered it all. It’s sad I can’t think of any other really good stuff but my mind is still full of turkey.
Obligatory Enjo Comment Guy is still trying to get a laugh I see.
It is unfortunate that someone decided to turn an interesting discussion into an opportunity to share their private view of Andrew’s view vs Craig’s in a negative way. We all work hard to make a worthy contribution in this industry and all of us are entitled to dignity and respect whether we agree in debate or not.
Truly we are only here to provide our clients with effective solutions which work regardless of who we are privaleged to represent and that is worth much more than a thousand plaques on a wall. I suggest this person leaves his ego behind and grows up…this is not a game in a playground.
Greg Archer, maybe the person who posed the question about Tinning and Buchanan’s opposing views just wants others to comment on whether they think 08 was a success or not – which seems to fit with the title of this article. Maybe you should also comment on the article’s content instead of giving us your personal opinion on other people’s posts.
I personally think 08 was overall not a great year, although there were a couple of highlights.
10.48, Greg is right. The comment by 12.55 says, “I’d take Tinning’s view over Buchanan’s any day” which to my mind shows a clear lack of respect for Craig. It was an opportunistic personal attack that CB should not have let through.
Back to the debate, Perth has performed better on the national and international stage but are we getting better? Not sure yet.
“opportunistic personal attack”?
I’m sure Craig was really upset when he read that comment. Not.
There’s nothing in a comment like that. Harden up guys. It’s a blog!
Back to the topic – As no one has actually put forward any other ad to be included in the Best list, I’d like to nominate the Ikea wardrobe ad that Rich did. Got a Silver at PADC and should get more throughout the year.
I thought it was a standout year for radio for several clients. PADC judges didn’t seem to agree.
The ikea tv gets my vote as the best of the above.
I also think Craig and Andrew both went out of their way to acknowledge work out of rival agencies but why did Lindsay bother? His praise seems very half-hearted.
My pick is the X-Ray press and poster from Marketforce. I’m sure that the Ikea TV would have been entered at cannes and clio and one show etc last year and a bronze at Award was as far as it got which is no mean feat. The X-ray work will now hit the international circuit which will be the real test of it’s metal after a surprising no show at Award. If you read the comments from Andrew, Craig and Lindsay you’ll find they are pretty consistent and have all singled out the same pieces for praise-apart from the ones from their own shops which they are probably not allowed to mention.