CAMPAIGN BRIEF’S ANNUAL 400 PAGE PRESTIGIOUS HARDBACK 2011 RECORD OF THE BEST ADS FROM ASIA,AUSTRALIA AND NEW ZEALAND. COMES COMPLETEWITH TWO HIGH QUALITY DVDS WITH OVER 100 TVC, INTEGRATED AND RADIO ACCEPTANCES.
CALL FORENTRIESDEADLINE FOR ENTRYMONDAY 29TH AUGUST FREETO ENTER
TheW rk
2O11
Last year over 100 of the most awarded agencies from around the region entered work for consideration to be published in The Work 2010. A record 420 ads and campaigns made the cut. Each year, since 2002, The Work has grown as a publication and it serves as the only truly regional record of creativity from Asia, Australia and New Zealand. What sets The Work apart is our unique judging criteria. Entry is free to any agency in the region - our only proviso for entry is that the ad must already have passed judgement and won an award at an existing national, regional or international awards show. The reaction to The Work has been nothing short of spectacular and The Work 2011 will continue to impress. Be a part of this prestigious record of the region’s best work and enter now.
• TENTH EdiTioN ouT EARLY 2012 • SENd iN YouR BEST WoRk NoW • FREE To ENTER • oNLY THE BEST WoRk AccEpTEd •
ABOUT CAMPAIGN BRIEF
Campaign Brief has been publishing creative advertising trade magazines in Australia since 1984. In 1996 Campaign Brief Asia was launched. Both titles are considered “The Bible” of creativity in the region... but don’t just take our word for it...
“What I love about Campaign Brief is the absolute lack of confusion. It’s a magazine about creativity, for creative people by creative people. While the majority of industry press tries to be everything to everyone, Campaign Brief remains true to its origins. An unadulterated, hedonistic, up to the minute commentary on ads and creative people. With loyalty to ideas, not agencies or countries. We spend our whole careers fighting compromise and politics. Worrying about deadlines and agency stability. Campaign Brief represents everything that keeps us sane. Producing great work, having a laugh, inspiring one another, celebrating success, discovering new talents and of course a bit of mindless gossip. And the added bonus, is that it is run by people who actually care about advertising. Its success is a barometer of our success.”
DAVID DROGA, CREATIVE CHAIRMAN, DROGA5 USA
“The Work is the best produced award’s annual in the world. Finally, an award’s Annual that recognises its readers may actually want to read the copy on the print ads!” GRAHAM WARSOP, CHAIRMAN & ECD, THE JUPITER DRAWING ROOM, SOUTH AFRICA
InsIde The Work 2011
50 S P O N S O R : L EO B U R N E T T 51T H E W O R K 2010
Magazines
Campaign
ClientToyota Motor Corporation
ProductToyota 4WD Range
TitleProhibited ItemsCode Red (over page)Manbags (over page)One Male Fragrance (over page)183 Soft Vehicles (over page)
AgencySaatchi & Saatchi Sydney
Executive Creative DirectorSteve Back
Creative DirectorDave Bowman
Art DirectorVince Lagana
CopywriterSteve Jackson
• TENTH EdiTioN ouT EARLY 2012 • SENd iN YouR BEST WoRk NoW • FREE To ENTER • oNLY THE BEST WoRk AccEpTEd •
80 S P O N S O R : O G I LV Y & M AT H E R 81T H E W O R K 2010
Posters
54 S P O N S O R : L EO B U R N E T T 55T H E W O R K 2010
Magazines
Campaign
ClientMint Museum of Toys
ProductMuseum of Toys
TitleDolls, Tin Toys
AgencyY&R Singapore
Chief Creative OfficerMarcus Rebeschini
Executive Creative DirectorsMarcus RebeschiniJames Procter
Creative DirectorMark Fong
Art DirectorSomjai Satjatham
CopywriterMark Fong
Photographic StudioTeo Studio
IllustratorsSam NgLim Suon oon (Tin Toys)
Illustration CompanyMagic Cube
Prop MasterKin YeeChristopher Pereira (Tin Toys)
TypographerSomjai Satjatham
Account ServiceChanderni DeviAnthony KhooTanuj Philip
Art BuyersKirby HoJamie Lim
180 S P O N S O R : B B D O 181T H E W O R K 2010
Integrated
Campaign
ClientYubari City
ProductYubari City
TitleYubari City Project 2009
AgencyBeacon Communications Japan
Creative DirectorMasato Mitsudera
Art DirectorNaoki Nishimura
CopywriterMasato Mitsudera
Account ManagementHideyuki SoraokaTomoko Shigetome
Public RelationsMika Archer
Campaign
ClientOrcon
ProductOrcon Broadband
TitleIggy + Orcon Together Incredible
AgencySpecial Group New Zealand
Creative Directors Tony BradbourneRob JackHeath Lowe
Art DirectorTony Bradbourne
CopywriterRob Jack
Agency ProducerSascha Mortimer
Production CompanyCurious Film
DirectorDarryl Ward
Executive ProducerMatt Noonan
EditorLuke Haigh
Sound StudioLiquid Studio
Managing PartnerMichael Redwood
Strategic PlannerClare Beatson
Agency Project ManagerJules Pakenham
ProducerAndy Mauger
Interactive ProducerHamish Wanhill
DVD
88
DVD
87
Campaign
Client Canon Australia
ProductCanon EOS
Title Photochains
Agency Leo Burnett Sydney
Executive Creative DirectorsAndy DiLalloJay Benjamin
Art DirectorsKieran AntillKieran Ots
Copywriter Michael Canning
DirectorDarryl Ward
Production CompanyCurious Film
Developer Nick McGrath
Digital ProducerTristan Parker
Agency ProducerRita Galiardi
Interface Developer Keong Seet
Photographer Sean Izzard
Designer Masataka Kawano
Account ManagementAmanda QuestedJodi McLeod
DVD
89
Campaign
ClientToyota Motor Corporation
ProductToyota 4WD Range
TitleCountry Australia Border Security – Nothing Soft Gets In
AgencySaatchi & Saatchi Sydney
Executive Creative DirectorSteve Back
Creative DirectorDave Bowman
Art DirectorVince Lagana
CopywriterSteve Jackson
Agency ProducerKate Gooden
Production CompanyProdigy Films
DirectorTim Bullock
ProducerJulianne Shelton
DVD
90
98 S P O N S O R : O G I LV Y & M AT H E R 99T H E W O R K 2010
Posters
Campaign
Client3M
Product3M Cushion Wrap
TitleMarbleCrystalCeramic
AgencyCreative Juice Bangkok
Chief Creative Officer Thirasak Tanapatanakul
Art DirectorsDamisa OngsiriwattanaThirasak Tanapatanakul
CopywriterTaya Soonthonvipat
Agency ProducerWitsawut Nuchpoom
PhotographerSurachai Puthikulangkura
Photographic StudioIllusion
Digital ImagingSurachai PuthikulangkuraSupachai U-Rairat
Production House ProducerSomsak Pairew
Account SupervisorPiya Chunnon
304 S P O N S O R : P O S T M O D E R N 305T H E W O R K 2010
Television
Single
ClientCarlton and United Breweries
ProductCarlton Draft
TitleSlow Mo
AgencyClemenger BBDO Melbourne
Executive Creative DirectorAnt Keogh
Art DirectorAnthony Phillips
CopywriterRichard Williams
Production CompanyPlaza Films Sydney
DirectorPaul Middleditch
EditorPeter Whitmore
Post Production CompanyThe Editors Sydney
CinematographerDaniel Ardilly
Agency ProducersSonia von BibraPip Heming
Account ManagementPaul McMillanMick McKeownPhoebe Farquharson
Sound DesignerCornel Wilczek
Production ManagerPaul Ranford
Sound StudioElectric Dreams
1st ADDavid Lethem
DVD
1
DVD
2
Super slow motion vision accompanied by really important music has permeated every facet of television, thanks to sport, wildlife documentaries and high-brow advertisements. Which is why Carlton Draught decided it was the perfect time to turn this high precision camera on something a little less spectacular: Men in pubs.
Country Australians think all city people are ‘soft’, and don’t care much for their ‘soft’ city ways or ‘soft’ cars and possessions. This documented film shows ‘Country Australia Border Security’ defending their country border by preventing any ‘soft’ city stuff from getting into their tough country areas; including small yappy dogs, hairdryers, tofu, ‘soft’ city cars and turned up collars. Their motto is ‘Nothing Soft Gets In’, and their official 4WD vehicles are supplied by Toyota.
DVD
3A crowd surfing ride for Subaru.
DVD
4
DVD
5
The New Zealand Book Council spends it’s time “bringing books to life” through school programmes and readers and writers festivals. The idea was to bring a famous NZ book to life using the magic of animation and to inspire people with the power of the written word.
The story begins with 30 boys and girls singing the famous song ‘Que Sera Sera’ at a school concert for their parents. The song is symbolic of the questions children pose to their parents about how their lives will be when they grow up, and the answer from their parents is essentially that the future is unknowable, ‘Que sera sera whatever will be, will be, the future’s not ours to see.’
DVD
6A man finds an injured dove and nurses it back to health so it can return to its perfect world.
Single
ClientSubaru Australia
Product Subaru
Title Crowd Rider
AgencyLeo Burnett Sydney
Executive Creative DirectorsAndy DiLalloJay Benjamin
CopywritersGary DawsonTim BrownPete Buckley
Art Director Gary Dawson
Agency Producer Adrian Shapiro
Production CompanyRevolver Sydney
Director Steve Rogers
EditorAlexandre De Francheschi
Editing StudioGuillotine
Post Production CompanyAnimal Logic Sydney
Sound StudioSong Zu
Sound EngineerSimon Kane
Music Soundtree
Account ManagementPeter FitzhardingeAmanda Quested
Single
ClientToyota Motor Corporation
ProductToyota 4WD Range
TitleBorder Security
AgencySaatchi & Saatchi Sydney
Executive Creative DirectorSteve Back
Creative DirectorDave Bowman
Art DirectorVince Lagana
CopywriterSteve Jackson
Agency ProducerKate Gooden
Production CompanyProdigy Films
DirectorTim Bullock
ProducerJulianne Shelton
Single
Client New Zealand Book Council Product New Zealand Book Council Title Going West
Agency Colenso BBDO New Zealand
Executive Creative Director Nick Worthington Art Directors Nick WorthingtonAnne BoothroydLen Cheeseman
Copywriters Nick WorthingtonAnne BoothroydLen Cheeseman Agency Producer Nigel Sutton Production Company Andersen M Studio
Directors Line AndersenMartin Andersen Editor Martin Andersen Sound StudioInstrument Studio, London
Cinematographer Martin Andersen
Animation Line Andersen Group Account Directors Michael Redwood Angela Watson
Single
ClientFosters Group Australia
ProductPure Blond
TitleDove Love
AgencyClemenger BBDO Melbourne
Chief Creative OfficerJames McGrath
Executive Creative DirectorAnt Keogh
Art DirectorJosh Robbins
CopywriterEmma Hill
Agency ProducerSonia von Bibra
Production CompanyThe Sweet Shop Auckland
DirectorSteve Ayson
EditorJack Hutchings
Post ProductionDigital Pictures Melbourne
Sound StudioFlagstaff Studios
Sound EngineerPaul Le Couteur
CinematographerIan McCarroll
ProducerCindy Cavanagh
Single
ClientThai Life Insurance
ProductThai Life Insurance
TitleQue Sera Sera
AgencyOgilvy & Mather Bangkok
Creative DirectorKorn Tepintarapiraksa
CopywritersKorn TepintarapiraksaChantanee PongprayoonKulvadee DoksroyKris Garford Spindler
Art DirectorKorn Tepintarapiraksa
Agency ProducerYuthapong Varanukrohchoke
Production CompanyPhenomena
DirectorThanonchai Sornsriwichai
Production Company ProducerTichakorn Baimorakote
EditorManop Boonwipas
Post Production CompanyThe Oriental Post
Sound StudioCine Digital Sound Studio
ComposersJay LivingstonRaymond Evans
hoW To enTer InformaTIonThere have been some changes to the entry procedures so please read this carefully.
This is the 10th edition of The Work - a hardback, high-quality book showcasing the very best advertising in Asia, Australia and New Zealand. The Work is published by Campaign Brief Asia and Campaign Brief Australia. First published in September 2002 The Work has a distribution of 4000 copies throughout the region and the world. The Work 2011 will again judge shortlisted and winning advertising from national and regional awards programmes in Asia, Australia and New Zealand plus major international shows, and select the very best to appear in the 400 page annual. To be in The Work 2011 will be to be remembered and revered for years to come. Two DVDs with all TV, Integrated and Radio ads are also included.
WHO CAN ENTER
Agencies, production companies, individuals and suppliers who are based in Singapore, Australia, Thailand, Hong Kong, China, New Zealand, Japan, Malaysia, India, Vietnam, Taiwan, The Philippines, Indonesia and Korea.
CATEGORIES
There are 16 categories for entry (On every entry form make sure you nominate the category you are entering):
1. Magazines 2. Newspapers 3. Posters 4. Outdoor (incl. taxi/bus)
5. Business to Business 6. Public Service Print 7. Public Service TVC 8. Direct
9. Integrated 10. Ambient/Guerrilla 11. TV & Film 12. Radio
13. Craft in Print 14. Craft in TV 15. Cyber 16. Miscellaneous
CONDITIONS OF ENTRY
Very simple:
EVERY entry to The Work 2011 must have already “passed the test” and been a WINNER or a FINALIST at a recognised national, regional or international award show between April 1st, 2010 and August 1st, 2011.
EVERY entry should be good. Very good. PLEASE BE VERY SELECTIVE WITH YOuR ENTRIES. Also be realistic as you are competing against the best from Asia, Australia and New Zealand. A finalist at your easy to win local award show very rarely makes the grade!
Ads that have already appeared in The Work can not be entered again.
There is no need to enter the same ad/campaign in different categories (craft excepted). Ads and Campaigns which are entered into more than one category will only be accepted in the strongest so as to avoid the inevitable repeats you find in many annuals (craft excepted).
DEADLINE FOR ENTRIES
Entries must be in Campaign Brief’s Western Australian offices by MONDAY AuGuST 29TH, 2011. Please clearly mark your parcel as “ENTRIES TO THE WORK”. Courier to: Campaign Brief, Level 1, 14-16 Rowland Street, SuBIACO 6008 WA, AuSTRALIA. Tel: +618 9380 9044.
HANDLING FEE
There is a Handling Fee of AuD$250 for any agency entering MORE than 15 Ads/Campaigns. The reason for this is that in past years many agencies have not been selective with their entries and have entered up to 100 ads/campaigns each. Please be selective - ONLY ENTER YOuR VERY BEST WORK.
COST OF ENTRY
Free. This is not another awards show. The Work 2011 is all about recording and recognising the best ads from our region. Be selective with your entries - you are competing against the best from Asia, Australia and NZ. Successful entries to The Work will be subject to an acceptance fee of AUD$250 for each single entry and AUD$495 for each campaign to cover production costs of the book. In this way there are no wasted entry fees! If none of your entries are selected to appear in The Work there is no fee to be paid. Similarly if your budgets this year only stretch to 3 acceptances - just enter your best 3 pieces of work. Accepted entrants will be notified by email. Material and credits for publication will be requested at the same time.
Your first step is to cull down your entries to the very best. Try and keep your entries down to under 15 ads/campaigns. THERE IS A HANDLING FEE OF AuD$250 FOR ANY AGENCY ENTERING MORE THAN 15 ADS/CAMPAIGNS. The reason for this is that in past years many agencies have not been selective with their entries and have entered up to 100 ads/campaigns each. Please ONLY ENTER YOuR VERY BEST WORK. If you decide to enter more than 15 ads/campaigns then please include with your entries a Bank Draft (made out to Campaign Brief Pty Ltd) or enclose Credit Card payment details for the AuD$250 handling fee.
PRINT, POSTER, PRESS & PRINT CRAFT CATEGORIES
DO NOT MOuNT YOuR ENTRIES ON ANY BOARD OR FOAM. The completed Entry Form must be taped securely to the back of each entry. PLEASE DO NOT SEPARATELY WRAP uP EACH INDIVIDuAL ENTRY - it is a waste of paper - just put all your entries loosely in one folder and send them to us. If your ad ran as Press, Posters and Print there is no need to send in three sets of ads. Just submit one set of proofs and write the categories on the single entry form. If successful we will select the entry to appear in the strongest category.
OUTDOOR (INCLUDING TAxI/BUS) & AMBIENT/GUERRILLA
Photographs or colour print outs only. No slides. DO NOT MOuNT YOuR ENTRIES ON ANY BOARD OR FOAM. The completed Entry Form must be taped securely to the back of each entry. PLEASE DO NOT WRAP uP EACH INDIVIDuAL ENTRY - it is a waste of paper - just put all your entries loosely in one folder and send them to us.
TELEVISION, CINEMA & TV CRAFT CATEGORIES
Please note - entry requirements have changed this year. Please provide Quicktime Movie files (.mov) for all entries. These should be under 20MB each. Burn all the Quicktime files on to ONE single CD and clearly mark the entrant/agency on the outside of the CD. Supply a running order of what is on the CD and CLEARLY mark which category the commercial is being entered into (ie Television/Film, Public Service TVC or TVC Craft). TAPE this securely to the CD cover. Fill out an Entry Form for each entry and include them with the CD. Please be very selective with your TV entries.
RADIO
Supply all of your entries on the ONE single CD and supply scripts for each entry. Clearly mark the entrant/agency on the CD. Supply a running order of what is on the CD and TAPE this securely to the CD cover. Fill out an Entry Form for each entry and include them with the CD.
INTEGRATED
Supply a printed proof that clearly presents the idea. You may also include a CD that explains the idea (3 minutes maximum). If these are professionally presented and the idea is clearly demonstrated, these will be accepted on the DVDs that accompany The Work 2011.
PUBLIC SERVICE PRINT
Public Service press, print, poster and outdoor will appear in The Work 2011 together. Entry requirements are as per the Print, Poster, Press and Outdoor categories. Public Service TVC and Cinema will appear in The Work 2011 in their own section. Entry requirements as per the Television and Cinema categories.
CYBER
For each entry please provide an entry board that shows/describes the idea. A website uRL for each entry must also be provided.
MISCELLANEOUS
If you have an entry that does not fit in other categories enter it here (with an explanation).
IF YOU HAVE ANY QUERIES
Email: Dee Ashby on [email protected]
hoW To PresenT your enTrIes
Product or Service:
Example: Toyota
Example: Oral B
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Title/Headline:
ultra Safe
Teeth
Category:
Outdoor
Television
This Master Form must be filled out and sent in with your entries to The Work 2011. Attach your Master List to this Master Entry Form. Ensure the ECD, CD and Creative PA’s name and email are provided (if ECD and CD are the same replace CD with another senior creative from the agency). These are the people who will be notified of acceptances to The Work 2011. Please list all the entries you are submitting below.
Note: More than 15 entries incurs a AuD$250 Handling Fee. Please be selective.
Agency/Company:
Telephone: Fax:
Entrant’s Name:
Entrant’s Email:
Postal Address:
Country:
Executive Creative Director:
Executive Creative Director’s Email:
Creative Director:
Creative Director’s Email:
Creative Secretary/PA:
Creative Secretary/PA’s Email:
masTer enTry form
List the National, Regional & International Awards this ad/campaign won between April 1st, 2010 and July 1st, 2011. Specify below. Provide full details ie: Cannes 2010 Bronze Lion, CCA Awards 2 Silver and 1 Gold etc. This information must be supplied as a condition of entry.
This is the form to be taped to the back of each entry you submit. Copy this form for the number of entries you are submitting and tape to the back of Print entries or supply with DVD or CD for TV and Radio entries. Please note, we are not asking for full credits this year - if your entry is accepted for The Work 2011 you will be notified and asked to supply full credits with your material for publication.
Category Entering:
Title of Entry:
Product:
Client Name:
Ad Agency Name:
City/Country:
Entrant’s Contact Name and Phone Number:
Executive Creative Director:
Creative Director(s):
Art Director(s):
Writer(s):
Full credits will be asked for should this entry be accepted in The Work 2011.
THIS SECTION BELOW MUST BE FILLED OUT
enTry form
Production Company:
Director:
Post Production Company:
Sound Studio:
Photographic Studio:
Digital Imaging Company:
Copy this form for the number of entries you are submitting and paste to the back of Print entries or supply with DVD or CD for TV and Radio entries. VERY IMPORTANT: YOu MuST NOMINATE WHICH CRAFT YOu ARE NOMINATING THE AD FOR (e.g. Direction, Cinematography, Editing, Special Effects, Copywriting, Typography, Photography etc. Example: “Print Craft - Typography” or “TV Craft - Direction”). If your entry is accepted for The Work 2011 you will be notified by email and asked to supply full credits with your material for publication.
Category Entering:
Title of Entry:
Product:
Client Name:
Ad Agency Name:
City/Country:
Entrant’s Contact Name and Phone Number:
Executive Creative Director:
Creative Director(s):
Art Director(s):
Writer(s):
CrafT enTry form
Full credits will be asked for should this entry be accepted in The Work 2011.
THIS SECTION BELOW MUST BE FILLED OUT
List the major National, Regional & International Awards this ad/campaign won between April 1st, 2010 and July 1st, 2011. Specify below. Provide full details ie: Cannes 2010 Bronze Lion, CCA Awards 2 Silver and 1 Gold etc. This information must be supplied as a condition of entry.
TheWOrk
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Fax this form on (+618) 9380 9069, or post with payment to Campaign Brief, PO Box 699, West Perth, WA 6872 Australia
AVAILABLE FROM THESE OUTLETS
OR ORDER FROM CAMPAIGN BRIEF AND FILL IN THE FORM BELOW
Please send me ...........copies of The Work 2011 (Available Early 2011, AuD$90). Total: AuD$...............
...........copies of The Work 2010 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2009 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2008 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2007 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2006 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2005 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2004 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2003 (Available today, special price AuD$60). Total: AuD$...............
...........copies of The Work 2002 (Available today, special price AuD$60). Total: AuD$...............
Total Amount Due: AuD$.................
HOW MUCH FOR THE WORK?
Prices in Australian dollars. Prices include packaging & airmail courier delivery. Special discounts on previous editions of The Work. Asia, Australia & New Zealand - AuD$100 (includes GST in Australia). uSA, Europe & Rest of World - add AuD$25 to above prices.
Name:
Title: Company:
Address:
Country: Postcode:
Email:
Telephone: Fax:
PAYMENT
The easiest way to pay for The Work is via credit card. (Bank drafts and cheques are also acceptable but must be drawn in Australian dollars)
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