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

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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.