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THE WORK 11
THE WORK2011: FEaTuRing THE BEsT ads OF THE YEaR FROm ausTRalia, nEW ZEaland and asia
416 page full colour hard back annual with two dVd’s containing oVer 130 tVc’s, interactiVe and
integrated campaigns.
The very best advertising from Asia, Australia and New Zealand.
30 S P O N S O R : D D B 31T H E W O R K 2011
Magazines
Campaign
ClientSuper Rich 1965
ProductSuper Rich Currency Exchange
TitleElizabethMao (over page)Lincoln (over page)
AgencyOgilvy & Mather Thailand
Executive Creative DirectorsWisit LumsiricharoenchokeNopadol Srikieatikajohn
Creative DirectorGumpon Laksanajinda
Art DirectorsWisit LumsiricharoenchokeNopadol SrikieatikajohnThongrob ChantarakKomson Yamshuen
CopywritersNopparat WattanawarapornKris Garford Spindler
Agency ProducerPaiboon Suwansangroj
PhotographersAnuchai SecharunputongNok Pipattungkul
Photographic StudioRemix Studio Bangkok
92 S P O N S O R : O G I LV Y & M AT H E R 93T H E W O R K 2011
Posters
Campaign
ClientAudio Books India
ProductAudio Books
TitleLama, Mandela, Hitler, Jackie
AgencyTaproot India Mumbai
Creative DirectorsSantosh PadhiAgnello Dias
Art DirectorsDurvesh GaikarSantosh Padhi
CopywriterDurvesh Gaikar
52 S P O N S O R : B B D O 53T H E W O R K 2011
Newspapers
Campaign
ClientDB Breweries
ProductDB Export
TitleBeer - The Untold Story
AgencyColenso BBDO Auckland
Executive Creative DirectorNick Worthington
Creative DirectorLevi Slavin
Art DirectorMike Davison
CopywritersNick WorthingtonKarl Fleet Tom Paine
PhotographerCharles Howles
Group Account DirectorAngela Watson
Account DirectorTim Ellis
Account ManagerStefanie Robertson
Planning DirectorJames Hurman
PlannerSteve Clark
Agency ProducerNigel Sutton
Digital Imaging Kevin Hyde
DesignerMike Davison
162 S P O N S O R : J W T 163T H E W O R K 2011
Public Service
Campaign
ClientBreast Cancer Foundation
ProductBreast Cancer Awareness
TitlePimple, Big Bottom, Bad Hair Day
AgencyDDB Singapore
Chief Creative DirectorNeil Johnson
Executive Creative Director Joji Jacob
Creative DirectorThomas Yang
Art DirectorsThomas YangAndrea Kuo
CopywritersJoji JacobKhairul Mondzi
PhotographerAllan Ng
Photographic StudioThe Republic Studios
Digital ImagingAgnes Teo
Account Manager Rowena Bhagchandani
Account SupervisorsDominic Lee Ling Kai Ng
IllustratorAndy Yang
Single
ClientWWF Indonesia
ProductWWF
TitleCircle of Life
AgencyGrey Group Singapore
Chief Creative OfficerAli Shabaz
Art DirectorsAlex TanAng Sheng Jin
CopywriterJoseph Cheong
PhotographerKin Yee
Photographic StudioTeo Studio
IllustratorFelix Wang
248 S P O N S O R : F B I 249T H E W O R K 2011
Cyber
Single
ClientMars
ProductPedigree Adoption Drive
TitleDoggelganger
AgencyColenso BBDO Auckland
Creative DirectorsNick WorthingtonLevi SlavinAaron Turk
Art DirectorJae Morrison
CopywriterLevi Slavin
Agency ProducerHaydn Thomsen
Account ServiceScott ColdhamKarla FisherDave Munn
Digital Creative DirectorsAaron TurkLevi Slavin
Digital Art DirectorJae Morrison
Digital DevelopersColin WilliamsPaul Headington
Digital DesignerAaron Turk
The Pedigree Adoption Drive developed Doggelgänger: Human to canine pairing software, to connect homeless dogs to their human doubles.
www.ourshowroom.co.nz/doggelganger/
Single
ClientOrcon
ProductOrcon Business
TitleThe Living Office Banner
AgencySpecial Group Auckland
Creative DirectorsTony BradbourneRob Jack
Agency ProducerMahsa Willis
Managing PartnerMichael Redwood
Account DirectorAnnabel Rees
Interactive CompanySalt Interactive
Interactive DesignerMichael Chalberg
Technical DeveloperLee Burrow
Interactive ProducerStephen Williams
Production CompanyExposure
DirectorChris Clark
ProducerCraig Henderson
We filmed 15 actors in a custom built office and shrunk it down to fit into a banner ad. The office grew across the screen and filled up with people.
http://www.cre072.co.nz/13_BusinessBanner/
BROADBAND. PHONE. MOBILE. NO FIXED TERM CONTRACTS.FREEDOM TO CHANGE AS YOUR BUSINESS DOES.
Single
ClientFedEx
ProductFedEx
TitleChanging World
AgencyBBDO Guerrero/Proximity Philippines
Creative DirectorsDavid GuerreroJoel LimchocSimon WelshBrandie TanDrew Ungvarsky
Art DirectorsBrandie TanDale LopezJoe BrantonPeter McCallum
CopywritersDavid GuerreroSimon WelshPia Ocampo-Roxas
Interactive ProducerEric Green
Digital ProducerDoug Stivers
Interactive CompanyGrow Interactive
Digital StrategistMark Himmelsbach
Technical DevelopersLuke BilgerJosh McDonald
Flash DevelopersJeff PenanoRicky WilliamsDarius Pilapil
http://checkitout.ph/changingworld
Campaign
ClientCoopers
ProductCoopers
TitleThe Order of Coopers
AgencyWhybin\TBWA\Tequila Sydney
Digital Creative DirectorRuss Tucker
Art DirectorAndy Fergusson
Agency ProducerStafford Bosak
Model DesignAliza Nordin
Technical DeveloperDanny McGillick
HTML DevelopmentRob Harris
Flash DevelopmentAndrew Vernon
Digital ProductionSean GardnerLead DesignPete Chen
Everyone knows diamonds are a girl’s best friend, and beer is a guy’s best friend - so we hid three handcut diamonds worth over $10,000, and a heap of smaller prizes, in packs of Coopers Clear. We wanted to give girls a reason to buy beer, and give guys a solid excuse.
URL: www.coopers.com.au
Campaign
ClientThe Coca-Cola Company
ProductBurn Energy Drink
TitleBurn
AgencyPublicis Mojo Sydney
Chief Creative OfficerCraig Davis
Executive Creative DirectorMicah Walker
Senior CopywriterIan Williamson
Senior Art DirectorAndrew Ostrom Ruth Bellotti
Agency ProducersCorey EssePhilippa Smart
StrategySimone EllisWill Davie
Production CompanyExit Films Melbourne
Digital PartnersThe Rumpus Room London
Creative Technical Director Tomas Roope
ProductionSteve Wyles
Lead DeveloperKentaro Yamada
Head of Community StrategyJessica MacCormick
http://awardentry.info/thework/burn/campaign/
204 S P O N S O R : D D B 205T H E W O R K 2011
Integrated
Campaign
ClientZoo Records
ProductZoo Records
TitleHidden Sounds
AgencyLeo Burnett Hong Kong
Executive Creative DirectorConnie Lo
Creative DirectorsBrian MaAlfred Wong
Art DirectorsBrian MaKenny IpLeo YeungTommy Cheung
CopywritersAlfred WongWen LouieJoey ChungCyrus Ho
DVD
89
Campaign
ClientDiageo Australia
ProductBundaberg Rum
TitleWatermark
AgencyLeo Burnett Sydney
Chief Creative OfficerAndy DiLallo
Creative DirectorTim Green
Art DirectorTim Green
CopywriterRupert Taylor
DesignerJohn-Henry Pajak
EditorAngus Forbes
In January 2011, the state of Queensland was nearly wiped out by massive floods. Bundaberg Rum is a much-loved Queensland brand that has been lifting the spirits of Queenslanders for over 100 years. When that spirit came under threat from the rising waters, Bundaberg felt a duty to raise it up once again. Like the rest of the state, the Bundaberg
distillery was underwater and in a state of crisis. Our solution was to create a product that would become a symbol of Queensland resilience and defiance, and rally the support of the nation. The product is Watermark: a rum crafted to mark the point where the floodwaters peaked, and to mark the spirit in the towns on the road to recovery.
Campaign
ClientACON
ProductACON
TitleWear it with Pride
AgencyM&C Saatchi/Mark Sydney
Executive Creative DirectorBen Welsh
Creative Director Gavin McLeod
Art DirectorsHanes CiattiBen Huxter
CopywritersGenevieve HoeyHamish Stewart
Agency ProducerRod James
DirectorJan A. Reichle
Digital ProducerJacquie Ford
Interactive DesignerChristos Roussos
PhotographerJulia Schauenburg
ProgrammersBecc RoachGilmore DavidsonCaleb Wong
DVD
90
Campaign
ClientLion Nathan
ProductSteinlager
TitleBelieve
AgencyDDB New Zealand
Executive Creative DirectorToby Talbot
Creative DirectorRegan Grafton
Head of CopyPaul Hankinson
Art DirectorsDamian GalvinBen Barnes
CopywritersRory McKechnieMatt Webster
Digital Creative DirectorAaron Goldring
Digital ProducerDov Tombs
Agency ProducerTania Jeram
Agency TV ProducerJudy Thompson
Production CompanyRobber’s Dog
DirectorAdam Stevens
Production Company ProducerMark Foster
DOPGinny Loane
DVD
91
346 S P O N S O R : B B D O 347T H E W O R K 2011
Television
Single
Client VB
Product VB
Title VB Cry
Agency Droga5 Sydney
Creative ChairmanDavid Nobay
Executive Creative DirectorDuncan Marshall
Senior TV ProducerPaul Johnston
Creative TeamCam BlackleyMatty Burton
Business DirectorJamie Clift
Planning DirectorSudeep Gohil
Senior PlannerChris D’Sylva
DirectorSteve Rogers
Executive ProducerMichael Ritchie
Production CompanyRevolver
CinematographerRussell Boyd
EditorJack Hutchings
Music Production CompanyNylon
Sound DesignerSimon Lister
DVD
1
DVD
2
Recently, Australian men have become far more interested in their image. But while superficiality engulfs the world around them, there’s still a real desire to be authentic.
VB’s always been the REAL beer. And for guys who have strayed too far from their real selves, it’s the perfect way back to reality.
The Flyboy TVC portrays the life of a boy born with wings. We share his poignant moments, from his birth to his school days to him finding fame with his flying ability. The film ends with a twist as he sacrifices his wings to be able to drive the Jetta.
DVD
3A guy and his friends walk into a bland bar. It is a crappy place. Then he meets the bartender, who is cool, and sees the dude is in need of some character, so takes him to this really sweet place where they drink Bundaberg 5. Awesomeness ensues. So it goes.
DVD
4
DVD
5
Russell and his dog Wilson are sailing across the Indian Ocean when Russell discovers he’s won Lotto. They need to get home, but fate has other plans. This is a tale of loyalty, betrayal and the epic journey of a lucky lotto ticket.
Saridon works against persistent headaches. The TV spot shows such a headache coming to life, aggravated by our market’s already tough working environment. The headache is attacking the carpenter non-stop, while he’s working non-stop.
DVD
6The world’s pretty unAustralian. So we had Sam Kekovich appointed Australia’s first official Lambassador. He petitioned the United Nations to create International Australia Day. Because if mankind stopped fighting, and got together over a Lamb barbie – just like we do Down Under - the world would be a far, far better place.
Single
ClientDiageo Australia
ProductBundaberg Five
TitleAin’t No Nancy Drink
AgencyLeo Burnett Sydney
Chief Creative OfficerAndy DiLallo
Creative Director Tim Green
Art DirectorsTim GreenRupert TaylorAndy DiLallo
CopywritersRupert TaylorTim GreenAndy Diallo
Agency ProducerRita Gagliardi
Production CompanyMJZ Los Angeles
DirectorTom Kuntz
EditorGavin Cutler
Post Production CompanyThe Mill Los Angeles
Sound StudioSong Zu Sydney
Single
ClientVolkswagen India
ProductVolkswagen Jetta
TitleFlyboy
AgencyMudra Communications Mumbai
Chief Creative Officer Bobby Pawar
National Creative DirectorRajeev Raja
Creative DirectorsSreejith Kodoth Ranjit Sasidharan
Agency ProducerMichael Remedios
Production CompaniesGoodoil FilmsNomad Films
Director Hamish Rothwell
CinematographerCrighton Bone
Executive ProducerAmitabh Bhattacharya
ProducerSam Long
EditorPeter Sciberras
Post Supervisor Paul Butterworth
Post ProductionFuel VFX Sydney
Single
ClientNew Zealand Lotteries
ProductLotto
TitleLucky Dog
AgencyDDB New Zealand
Executive Creative DirectorToby Talbot
Deputy Creative DirectorRegan Grafton
CopywriterNatalie Knight
Art DirectorsGavin SiakimotuRegan GraftonBrett Colliver
Agency ProducerTania Jeram
Agency Executive ProducerJudy Thompson
Production CompanyThe Sweet Shop
DirectorSteve Ayson
Production Company ProducerClaire Kelly
EditorJack Hutchings
Post Production CompanyAnimal Logic
Sound DesignLiquid Studios
Dog TrainersCaroline GirdlestoneJames Delane
Single
ClientMeat and Livestock Australia
ProductMeat and Livestock Australia
TitleLambassador
AgencyBMF Sydney
Executive Creative DirectorWarren Brown
Creative Director/CopywriterDennis Koutoulogenis
Creative Director/Art DirectorJake Ruszynak
Agency ProducerJenny Lee-Archer
Group Account DirectorKaren Martin
Strategic PlannerGerry Cyron
Production CompanyJungleboy
DirectorsTrent O’DonnellScott Pickett
ProducerNicola Patterson
Account DirectorsRebecca BoothLouise Mawer
CinematographerHugh Miller
EditorPaul Swain
Sound StudioSound Reservoir
Sound EngineerPaul Taylor
Single
ClientBayer Philippines
ProductSaridon
TitleHammer
AgencyBBDO Guerrero/Proximity Philippines
Creative DirectorsDavid GuerreroBrandie TanRey TiempoGary Amante
Art DirectorsGary AmantePeepo David
CopywritersRey TiempoDavid Guerrero
Agency ProducerIdda Aguilar
Production CompanyRevolver Philippines
DirectorJoel Limchoc
Account ServiceCindy EvangelistaIking Uy
16 S P O N S O R : D D B 17T H E W O R K 2011
Magazines
Campaign
Client Mattel
ProductPictionary
TitleT-RexJet-Fighter (over page)Wrestler (over page)
AgencyOgilvy & Mather Malaysia
Creative DirectorsGavin SimpsonTan Chee Keong
Art DirectorsYee Wai KhuenTan Chee KeongGavin Simpson
CopywritersAdam ChanDonevan Chew
Photographic StudioStudio DL
DesignerLian Ee Wern
IllustratorMilx
Account SupervisorsAmy YepJoanne Lee
Account ManagerSharon Khor
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Campaign Brief’s annual 416 page hardback publication -The Work 2011 - is about to hit the streets. Complete with two dVd’s this is a valuable record of creativity from throughout the asia-Pacific region and is a must for every creative and every agency creative department. Prior to The Work 02 there was no permanent record of the very best advertising created in our region. sure there were award show annuals that recorded individual winners, but very often with all award shows great work gets overlooked and doesn’t make it through. That’s why the idea of an annual that gathers the winners and finalists from all the important shows has been so successful. To be considered for The Work all entries must have already passed the test and been awarded at a respected local, national or international award show. The cream of this crop was then selected to appear in this stylish hardback collection. it’s fitting on our 10th year anniversary that this edition of The Work is our largest ever.