Leisa Wall, Kim Ragan, and Charlie Godinet Pick AUNZ’s April Work of the Month
From a fashion line starring bread, a piece of tech that targets lying dogs, and Telstra’s continued investment in craft, here is LBB AUNZ’s April Work of the Month, in partnership with AWARD and chosen by Leisa Wall, Kim Ragan, Charlie Godinet, and Brittney Rigby.
‘Lie Detector’, Colenso BBDO and Pedigree
Leisa Wall, chief creative officer at FCB New Zealand
Like my slightly wider whippet, this idea grabbed me instantly like a leftover pizza crust from the bench.
Dogs and their constant need to beg for food is a problem so obvious, it’s amazing no other brand has tackled this before. I love the perfect balance of tech, humour, and heart that this idea has. It tells you you’re the problem, but comes with a fun lighthearted solution, all while staying true to the Pedigree brand.
Emotional eating is such a thing these days, so it’s no wonder we’ve let it spill over to our dogs and their adorable fibbing faces. This idea made me jealous and desperately want to try the ‘Lie Detector’. (Simon, please send me one)
After seeing this campaign, I’m a little more suss when my whippet Twiggy looks at me with her doe eyes, begging for a treat and my gullibility.
Maybe the tech should be extended to agency peeps, as I’d be lying if I said I didn’t absolutely love this piece.
‘Put Your Phone On Silent’ Films, Bear Meets Eagle on Fire with +61 and Telstra
Kim Ragan, group creative director at Colenso BBDO
I had the privilege of being in the room while Telstra’s CMO, Brent Smart, presented these wee films to Colenso. And my instant response? Envy.
It’s easy to see how these super entertaining films will stand out for Telstra in the cinema, holding their own against whatever film you’re about to watch—with a super simple idea, a fun play on words, and bangin’ craft (like, five-star, next-level, how-the-hell-did-they-do-that craft).
Hats off to Telstra and the +61 team. I wish these awesome films were in my book.
‘Breadywear’, DDB Group Aotearoa and Vogel’s
Charlie Godinet, executive creative director at Daylight
I love loopholes, and I love toast. So, I wanted to give a shoutout to Vogel’s and DDB Aotearoa for ‘BreadyWear’.
It’s odd in the best kind of way, and it’s a fresh take on a truly ownable insight for the brand. Kiwis really do leave the country with Vogel’s in their bags. Many of us will feel a sense of nostalgia as we remember the old spots with bread being transported around the world -- ‘It was a year ago alright Michael, let it go’. This campaign reinterprets that for a whole new generation, plus it’s a clever way to take more of it with you.
The fashion edge makes it cool, but not too cool, because everything’s offset with a knowing smile. I look forward to seeing people actually wearing the jackets through customs as well; that will definitely make for some interesting scenes at the airport.
It’s awesome to see an iconic brand like Vogel’s having so much fun. Long may it continue.
‘The Cobbler’, Bear Meets Eagle on Fire with +61 and Telstra
Brittney Rigby, managing editor AUNZ at LBB
At the risk of overindexing on Telstra work, I couldn’t go past this gorgeous film, which continues the ‘Wherever We Go’ platform and the telco’s investment in craft. Stylistically, it’s most similar to the Christmas ad with a travelling, singing donkey, except this time we have a travelling, mysterious shoemaker.
His shop was made from cement, tiles, and bricks, which Revolver director Steve Rogers told LBB was to ensure it looked like it “had once been part of a small town’s main street, serving locals for generations.” The cart was so detailed, “transporting the massive structure between remote locations became a major challenge.”
The craft is perfect, as we’ve come to expect from the brand and Bear. It’s another celebration of regional Australia, or a “regional Australian fairytale”, in Steve’s words, just as the stop motion puppets were. But the best part is it’s a B2B ad. Which other brand in this market would dedicate this much care and craft to a B2B ad?
