The Sun’s classic page three topless model is replaced today for a PS4 advert.
Have to appreciate the rather straightforward but ingenious logic of this ad placement. They know their predominantly male market and how they think, so they replaced their usual eye candy with that which will keep them either a) single or b) in the dog house for the next few months.
Whether it’s moving logic from one category to another or negating stereotypes, paradigm shifting is something that all next generation ad creatives are encouraged to do on a daily basis. Between these two ads, we can see it in play in two vastly different ways – one has been lauded (and condemned to a degree), while the other has slipped under the radar; unsurprisingly, it’s the more commercial of the two that has garnered the most attention. The question here is, which one will have the greater impact? Only time, and sales, will tell.
I sincerely hope that Toyota was behind this, it’s equal parts cringeworthy and priceless. Sure, such things need to be in line with the brand voice, but this sort of play is what makes social media work, dammnit!
Wasn’t expecting to find my youth buried in the back of that cupboard, but there it was, waiting to be dusted off and donned once more. As faded and torn as it was, there was no shortage of naivety and curiosity buried within. Do I dare dust it off? It could be just what the doctor ordered, or it could do more than good. What the hey, I’ll give it a day.
Client:Queensland Conservatorium Symphony Orchestra
Product:Classical Music (live Performance)
Campaign:Wondersome
Insight:Life is more astounding with classical music
Medium:A3 Posters
Target:18 -30yo Brisbane Hipsters
Roles:Copywriting
Concept: Shareable, collectable and witty – who wouldn’t want a Wondersome poster? Playing off the hipster’s love of puns and witty banter, we have created a series of music inspired posters to be plastered up around their preferred cafes and the streets along which they ride their beloved ‘fixies’. The sharing factor is directly highlighted by our social icons, and we fully encourage our hipsters to take the posters for themselves to be hung up at home.
Client:Queensland Conservatorium Symphony Orchestra
Product:Classical Music (live Performance)
Campaign:Wondersome
Insight:Life is more astounding with classical music
Medium:Aprrox 90x50mm Card (attached to simple red bracelt)
Target:18 -30yo Brisbane Hipsters
Roles:Copywriting
Concept: Collectable, quirky and magical – this is our wondersome bracelets. Strung from one of the largest and most prominent trees within our hipster’s preferred strip of cafes and vintage stores, they will be able to grab a card inscribed with wondersome acrostic poetry and a simple, but sweet bracelet which can be worn everyday, right up until the big Wondersome event. Once again, this is a perfect execution for sharing – our Instagram savvy hipsters will capture this and proactively share it with the all-important hashtag. As the day rolls in, this will draw more and more people to our tree.
Advertising Agency: Iris, Singapore
Executive Creative Director: Grant Hunter
CD/Copywriter: Grant Hunter
Art Director: Shawn Foo
Effectively, this is the cause attempting to disconnect from the effect by saying drink our brand as much if not more than ever before, so long as you don’t get behind the wheel. Nevertheless, how often do you see alcohol brands actively pushing a “don’t drink and drive” message? Not very often, not very often at all. Then again, I may be far too cynical to see the good will at play.
Client: Sweet Vanity
Product: Casual couture fashion & accessories
Campaign: Sin is In
Insight: Be bold by being your bad self
Medium: Adshel/Ambient
Target:18 -30yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting, photography & art direction
Executions: 7
Concept: A simple OOH extension of the Seven Sins campaign, each apple takes on the colour coding mirrored in the print executions while the copy intends to provoke some inspired reactions. The smarter, savvier fashionistas will enjoy the contradiction of the apple cliche with tagine of “Be Original”.
Client:Sweet Vanity
Product: Casual couture fashion & accessories
Campaign:Sin is In
Insight:Be bold by being your bad self
Medium:A4 Print
Target:18 -30yo fashion conscious, well funded females seeking an honest stylistic difference
Roles:Copywriting, photography & art direction
Executions:7
Concept: Sweet Vanity, a brand built on the idea of uniting its target through veiled individuality. To this end, we created the Seven Sins campaign, conveying the versatility of the brand’s style while also giving hints of natural female complexity. This ad selection is ideal for magazines and can be shared along via Tumblr, Pinterest and Instagram to gain greater traction.
Client: Continuous Guttering
Product: Seamless Gutters
Campaign: Continuous value
Insight: Instant, endless value
Medium: 2pp DL Brochure
Target : Melbourne homeowners & investors, 35yo+ (existing customers)
Roles: Copywriting
Concept: Continuous Guttering, not content with being a once in a lifetime service provider and friend to their customers, sought to endear themselves to already exceedingly happy homeowners. This simple two sided DL cements the idea of mutual appreciation alongside that of a life long connection between the consumer and the business.
Ad Man in Waiting 