Call for Entries - DDB Sydney
AWARD
Issue 12 | September 2009
Agency
DDB Sydney
Creative Team
Executive Creative Director: Matt Eastwood, Creative Director: Mark Harricks, Art Director: Brendan Donnelly, Copywriter: Guy Futcher, Designer: Jason Young, Account Service: Graham Van Der Westhuizen
Production Team
Matt Bright
Other Credits
Account Service: Graham Van Der Westhuizen
Date
30th May 2009
Background
AWARD is Australia’s premier advertising awards organisation. Every year it holds its annual awards show. In a year of recession, it was important to ensure that botht eh standard and the number of entries was high.
Idea
The creative treatment was based on the insight that for an industry that prides itself on its creativity, the PR photographs of its movers and shakers are, by and large, cheesy, wooden or clichéd.
The solution was to distribute the helpful and useful 22-page booklet “The Modern Creative’s Guide to PR Photography”, with its handy reference chart and information guides to help this year’s Award winners deal appropriately with the publicity they would be sure to get from winning an AWARD pencil.
Also, the idea took the piss out of creatives everywhere because no-one can really take this business too seriously.
Results
Entries are coming in but it is still too early to measure the results fully.
Our Thoughts
Is this piece great? No. Is it really good? Maybe. Maybe not. It’s a pastiche after all. But that didn’t stop me loving it. The way they highlighted the truths about these dumb publicity shots we all take in the ad business. Their mocking of their fellow creatives. Their insight. All great. I still have this in my draw so I can bring it out and laugh at the little truths it tells. And Gav’s collar. Just looking at it again now has given me a lift. (NB, That’s Gavin McLeod, executive CD of M&C Saatchi, Sydney, who I used to work with.) (D.K.)