Campaign Brief Creative Circle: What’s hot in December?
Each month, Campaign Brief invites a group of creatives from across Aotearoa to spotlight one standout piece of local work created outside their own agency – a space for celebrating the fresh thinking, craft and homegrown creativity that continues to raise the bar across the industry.
This month features Farrimond’s Amy Cattanach, FCB’s Aaron Carbines; DDB’s Veronica Copestake; and Droga5’s Nick Dellabarca.
Amy Cattanach, Farrimond
My happy place is on the couch, in activewear, watching TV and glancing out the window to admire nature.
Thoughts of ‘being in it’ are filled with horror quick cuts of rock-climbing slips, muddy trails, heaps of bugs and pongy B.O.
That’s why I love Motion Sickness’ Kathmandu campaign ‘Outside, your comfort zone’. The twist in the line and execution is beautiful, and the idea that the joys you find in the comfort of your own home can equally be found in nature is enticing.
Client: Kathmandu; Creative Agency: Motion Sickness; Director: Dylan Pharazyn
Aaron Carbines, FCB
“Straight to the heart, where the good times start” sung out of the chorded-boot microphone feels brilliantly fresh for Heart of the City. I don’t normally go for sing-y ads, but this tune and the delivery is genuinely catchy. The campaign cleverly leans in the vintage infomercial aesthetic, and the result is real-world funny, with beautiful design and thoughtful art-direction that’s become a staple of Motion Sickness. The insight is solid, the casting is solid-er, and the driver wouldn’t have to ask me twice for a 5-star rating.
Client: Heart of the City; Agency: Motion Sickness; Director: Sam Stuchbury; Production Company: Motion Sickness
Veronica Copestake, DDB
Sampling campaigns are important marketing tools, so it’s nice to see one done so creatively. This campaign puts it all together seamlessly. A great truth, a promise that actually solves something, a line that feels like it pre-existed just for this purpose, and of course a super-simple delivery mechanic.
Client: Burger King New Zealand; Agency: Pitchblack Partners; Production: Jetblack Productions
Nick Dellabarca, Droga5 ANZ
Create new fries specifically for delivery….demonstrate this by delivering them. It’s pretty simple. But it’s also pretty damn clever. They’ve found a way to launch a new product that’s part sampling, part retail, part hack of the delivery ecosystem. For that reason it got my attention, and I imagine the appeal of free Burger King fries with anything from a bouquet of flowers to a Big Mac gets the public’s attention.
Client: Burger King New Zealand; Agency: Pitchblack Partners; Production: Jetblack Productions
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