Jonathan Kneebone's D&AD Diary - Day One

JK-IMG_0966.jpgJonathan Kneebone, director of The Glue Society, is representing Australia on the D&AD Outdoor jury, currently convened in London. Here is his Day One report, exclusive to Campaign Brief


It's a modern disease. It can certainly cause irritation (mostly amongst those on the receiving end). And is highly likely to have side effects which result in depression or at the very least disappointment (mostly in the case of the entrant).

The cure? Hard as it is to do, resist the temptation.
ShannynHiggins_Photography-1 (1).jpgVizeum and OOH specialist agency Posterscope have teamed up with Apparition Media to roll-out a unique Out-of-Home mural series promoting Jameson Irish Whiskey.

The murals, situated at eight locations throughout Melbourne, Sydney and Brisbane, depict Jameson's iconic artwork featuring its famous bottle alongside the Jameson family motto of 'Sine Metu' (Latin, meaning 'without fear').
Daffers(R) and Mike (L) Mammal (1).jpgMammal, Sydney, has announced two new additions to its creative and strategic offering, in David 'Daffers' Little-Jones (right) and Mike Watts (left).

The pair both featured in 2015's AWARD School Top Ten, before going on to work with a range of Sydney marketing, content and advertising agencies.

Daffers hails originally from Leicester in the UK, but has spent the last few years surfing the beaches of Australia's East coast, art-directing ads and content, and even selling the wares of some of Sydney's more progressive new agencies. Watts was raised in Sydney's Hills District, before fleeing to a life of DJing and copywriting - with agencies both large and small - closer to the inner city.
BEST-AD-JOBS-JAN-2017.jpgA joint initiative of Bestads and Campaign Brief, offers recruiters and agencies a fantastic low rate of $50 per job listing. reaches the international audience of and the Australasian audience of, and

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.



mcdonaldsrest.jpgAfter 12 years Leo Burnett Sydney has lost its slice of the McDonald's business, with the fast food giant consolidating its creative account with DDB Sydney.

Says Leo Burnett Sydney CEO Pete Bosilkovski: "We are very proud of the exceptional partnership we've had with McDonald's. Over many years we've produced some amazing work and business results. We respect McDonald's decision to consolidate based on efficiencies and productivity, and we wish them continued success."

When contacted by CB, DDB declined to comment.

Cannes Contenders: BWM Dentsu

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

TheTailorMadeStore (1).jpgChadstone: The Tailor Made Store
BWM Dentsu, Melbourne

As Australia's largest shopping centre, Chadstone is uniquely qualified to cater to the one thing which makes a person unique - taste. We designed, created and built The Tailor Made Store. An intelligent kinetic structure which adapted and transformed to suit each and every individual. Chadstone shoppers used a bespoke Instagram mechanic to queue for their tailor made experience. On entry, the store asked a series of questions, gathering information from each person. A unique algorithm interpreted the data. And a team of stylists transformed the store within minutes. Tailor made products, lighting, music and mood meant a truly unique retail experience every single time.
Mima Seminara and Mustafa Ebrahimi.jpgInfluencer marketing agency, Social Soup, is continuing to rapidly expand its expert team with new hires Mima Seminara joining in the newly created tole of influence director and Mustafa Ebrahimi in the role of influencer community manager.

Social Soup has created the new senior positions to drive business growth and increase capabilities across content strategy and building video capabilities.
Screen Shot 2017-04-24 at 7.25.14 am.jpgAir New Zealand has launched the next spot in its award winning 'Better Way to Fly' campaign via True.

This time Dave takes on Buenos Aires.

The spot was directed by Plaza Films' Paul Middleditch.

Thumbnail image for GRAHAM-1.jpgSnickers_Hungerithm_3 copy.jpgCampaign Brief's reigning Agency of the Year Clemenger BBDO, Melbourne was crowned Agency of the Year at the annual APAC Effie Awards held last night in Singapore, on the back of multi awarded work for TAC 'Meet Graham', Bonds 'The Boys', Snickers 'Hungerithm' and NAB 'Mini Legends'.

Clems scored four of the 15 Gold Effies awarded on the night, plus two Silvers and five Bronze. 

However, the Grand Effie eluded them, awarded to sister shop Colenso BBDO, Auckland for its DB Breweries 'Brewtroleum' campaign. The campaign also won three Gold Effies and a Silver.

Both offices contributed considerably to BBDO being named Network of the Year. The network took out an amazing 14 out of the 15 Gold Effies awarded on the night. Colenso BBDO won six of the Golds, while Clemenger BBDO Melbourne won four and Clemenger BBDO Sydney won one.
deepwater.jpgPlaza director Amanda Blue has been nominated for a 2017 Logie Award for 'Most Outstanding Factual or Documentary Program' for her moving and controversial documentary Deep Water - The Real Story, presenting first-hand accounts of Eastern Sydney's gay-hate killings in the 1980s and 1990s.

Blue has also been nominated for the ADG Awards for Best Direction in a Documentary Feature Film.

To see the trailer and Blue's work, click here.
Tony-Hale (1).jpgBy Tony Hale, CEO, The Communications Council

If our belief in the power of commercial creativity is our heartbeat, then talent is our lifeblood - and the Prime Minister's changes to the 457 visa program has brought this to the fore this week in an unparalleled way.

Firstly though, the notion that we in this country don't possess a strong pool of talent is just wrong. On any international measure - the Gunn Report, Cannes, WARC - we regularly punch above our weight ranking in the top 5 or 6 in the world despite being 13th when measured on GDP. Our home grown creative talent fills the most demanding roles on every continent as our brilliant advertising skills, strong work ethic and ability to cut through the bullshit sets us apart.

We recognised the need for local talent development as far back as 1982 when AWARD chairman Ray Black announced the urgency of a program like AWARD School, as the industry was not growing enough writers and art directors to meet the needs of agencies.

Aspiring copywriters and art directors were bred in what he called 'the fetid swamps and dangerous backrooms of the print production departments' before graduating to despatch rooms and eventually creative departments.

Couriers killed off the despatch room, creating a shortage in young talent and 'the introduction of another foreign, introduced species; like the rabbit - the English Art Director' as Ray noted.

AWARD School was born.
q_FF_I_qvRCPmN7FINIg450dssm27AfZRfNe2bqXAbY,jL0dtscKKkjd89tJjheROmORajewy51QBSWcTw9dP88,JIEqWv2lrcrZaQzy4vrxDZJZxMDoisUzvTNA2vFOBXo (1).jpgAustralia's premium beer offering, James Boag, can now be enjoyed in fine dining restaurants across the Eastern Seaboard of Australia with its latest innovation - James Boag Epicurean - Australia's first beer range specifically created for fine dining. To mark the launch One Green Bean has launched a content film.

Co-created by renowned chef and owner of Aria restaurant Matt Moran, Sommelier Matt Dunne and Head Innovation Brewer, Simon Hanley, the trio set out to challenge perceptions on the beer-drinking occasion, by creating the perfect accompaniment to fine dining cuisine.

Tej's Mural with parents & Loren (1).jpgA campaign to make missing people unmissable has been launched by the Missing Persons Advocacy Network (MPAN) via Grey, Melbourne.

The campaign follows 2016's Too short stories campaign, and features a reimagining of traditional missing persons' posters into vibrant stories and images that reflect the person that family and friends know.
With over 38,000 Australians reported missing every year, and many remaining missing long term, The Unmissables aims to get Australia's best storytellers and artists to highlight these important untold stories. The campaign aims to match artists and authors with the family
of a long term missing person, to create a piece of art that highlights the missing person as an individual - beyond their vital statistics.


View 'The Unmissables' online hub
Nathan Birch.jpegInterbrand Australia has lured expert strategist, thought leader and change agent Nathan Birch (left) to be its new CEO.

Birch joins the agency armed with more than 18 years' experience across digital, innovation and customer strategies with a focus on customer centric, human-led principles for a wide range of brands.

He was previously head of innovation and transformation at Channel 9, and led digital strategy at Deloitte in Sydney.

Birch joins Interbrand at a time when competition for all brands and companies is intensifying.
Yvette Wyeth Activeskin (1).jpgSydney based independent digital marketing agency Search Insights has been appointed to handle SEO, Social Media advertising and SEM for Activeskin. Billings are undisclosed and the incumbent was Amblique.
Activeskin is Australia's premium destination for professional and luxury skin, makeup, body and hair brands.  The company also operates Activeskin Salon where patrons can treat themselves to an array of services including facials, peels, IPL photorejuvenation, IPL hair removal, injectable services and makeup applications.
Screen Shot 2017-04-21 at 7.38.24 am.jpgMyRepublic is set to cause a stir by asking Australians to rise up and demand the same ultra-fast internet speeds their compatriots in New Zealand and Singapore have access to in a brave new campaign which is a collaboration between creative agency Campaign Edge.

Called Gigatown, the campaign is a collaboration between creative agency Campaign Edge and MyRepublic, and will see one Australian community winning a free MyRepublic internet service that is up to 40 times faster than normal nbn speeds for its digital citizens and businesses for a whole year.

IMG_8688 (1).jpgZenith opened its doors to more than 130 senior media owners who were immersed in the Zenith philosophy and special client activations at the agency's annual 2017 Media Day, held last night in Sydney.

Zenith CEO Nickie Scriven and Sydney managing director Karen Halligan kicked off the evening by discussing the Zenith proposition for clients to drive marketing-led growth. A live interaction followed to demonstrate Zenith's proprietary CX Suite, that includes data, analytics and consumer journey mapping, and Innovate tools and how both are revolutionising the way that Zenith works with its clients and media partners through data, technology and creativity.
Qantas passenger enjoys the Samsonite Paris VR game (1).jpgTravellers are engaging with Samsonite's new Virtual Reality (VR) game set in Paris while relaxing in the Sydney Qantas Club Lounge, as part of an activation to promote its new range of suitcases with Curv Technology.
Samsonite's VR game immerses travellers into three Paris locations with Oculus Rift VR headsets and was designed by oOh!media's experiential agency oOh! Edge as part of an activation created collaboratively with Posterscope and Dentsu Mitchell. 
The game challenges players to find 5 Samsonite Curv suitcases as quickly as possible at famous Paris landmarks: the Eiffel Tower, the Louvre and the Arc de Triomphe.
image.jpgEarly detection is the best way to beat breast cancer, and the best way to do that is by having a regular breast screen. But with research suggesting that 'fear of the unknown' was a significant barrier to having a breast screen in the first place, Showpony, Adelaide needed to deliver the message without being scary.

Showpony's response was to create a radio spot that sugar coated, or more accurately, chocolate coated the issue.

Clemenger CCO pic (2).jpgThe Clio Awards, esteemed international advertising, design and communications competition has today announced the jury line-up in advance of the 2017 Clio Awards.

Representing Australia on the Film jury is Ben Coulson (left), chief creative officer, Clemenger BBDO Sydney.

Clio will turn to the burgeoning creative setting of China for its 2017 onsite-judging weeks, which will take place from July 26 to August 3 at The Sanya Edition resort, on Hainan Island, off the coast of Southern China.

The 2017 Clio Awards will be held Wednesday, September 27 in New York City.

The first entry deadline is next Friday, April 28, 2017.


Beko_product image_sml (1).jpgHome appliances brand Beko Australia and New Zealand has appointed Brisbane agency BCM to its Australian and New Zealand account.
Beko is the international home appliance brand of Arçelik Group, owned by Koç Holding, one of the largest companies in Europe (and is ranked in Fortune's Global 500 list), and is a Global Premium Partner of FC Barcelona.

Established over 61 years ago, today Beko operates in over 140 countries, and has sold over 440 million units.  Beko is No.1 in the European free-standing white goods market, the second largest home appliance brand in Europe in the white goods sector, and has been the fastest growing brand in the overall European market in the last seven years.  The brand focuses on the manufacture of resource efficient, environmentally friendly, eco-award winning products.  In Australia, its retail products include fridges, washing machines, dryers, dishwashers, ovens, microwaves, cooktops and range hoods.
AS_NoRobeCampaign-BeFreeSelfie[1].jpg'De-robing' of inhibitions at the check-in desk, guests will be able to stand proud in all their glory like Michelangelo's David, gracefully recline in the nuddy like an Art Series 'Schaller' figure, or robe up a la the Renaissance.

The 'No Robe package' asks guests to reveal the real them for a team of artists to capture the image in art form, forever.

DT conceived the idea, produced the video and delivered the experience via an app. Long time agencies of Art Series Hotel Group, Toben and The Mint Partners, will look after art direction, creative rollout and public relations and influencer engagement, respectively.
The campaign will run from the 1 May to the 15 June. Guests across the Group's seven hotels located in Melbourne, Brisbane, Adelaide and Bendigo are invited to sleepover and strike a pose in front of a custom built photobooth and app in the privacy of their hotel suite. Their photo will be sent via an encrypted link to a team of artists who will bring it to life in a sketch. Guests will then receive their very own life drawing after their stay.
The Wentworth Rat image.jpgFans of hit Foxtel drama Wentworth have a new character to follow during season five. In an Australian broadcast first, an interactive Facebook Messenger chatbot has been created to smuggle out gossip and exclusive content for fans, developed by social messaging agency On Message (sister agency of The Works) in partnership with Foxtel's media agency Mindshare.

'The Wentworth Rat' is a virtual inmate locked up behind the famous Wentworth bars who is ready to dish the dirt on some of the show's favourite characters and storylines.

The Rat interacts with fans via Messenger, asking them questions and revealing exclusive content including videos, GIFS and audio, as well as giving teasers about upcoming storylines.

Now in its fifth season, the AACTA and TV Week Logie Award-winning drama follows the inmates and staff of the Wentworth Correctional Centre. The current season airs on Foxtel's Showcase on Tuesday's at 8.30pm.

Snickers_Hungerithm_2 copy 2-thumb-400x258-220904.jpgClemenger BBDO Melbourne has led the Australian agency pack at the shortlist stage of the Tangrams Effectiveness Awards, formerly the Asia Pacific Marketing Effectiveness and Strategy Awards, with 35 nominations ahead of media, CX and advertising agency Affinity which has scored seven nominations.

Clemenger BBDO Melbourne has scored 15 finalists in the Effectiveness category, four in Media Strategy, 13 in Digital Strategy and two in Data & Analytics.

Affinity has scored three nominations in the Data & Analytics category, two in Effectiveness, and one each in Digital Strategy and Media Strategy.
9c7fac24-83d9-4095-a637-66c0f74ac647.jpgLittle Black Book's Australasian member agencies and production companies: why the LBB & Friends Beach should be your home-from-home in Cannes in June

The LBB & Friends Beach has become the place to network, make deals, socialise, grab lunch, hold meetings and even just take a dip in Cannes every year. With the support of our sponsors, we have been able to bring this free event to the Lions festival each year and we will be back for 2017.

The good news is that LBB member agencies and production companies in Australia and New Zealand will once again enjoy Access All Areas. Silver members receive five wristbands for the week, Bronze members receive three.

Cannes-Grand-Hotel.jpgEarly indications suggest there are hundreds of Aussies and Kiwis (including expats) going to Cannes this year - and delegate numbers worldwide are expected to be up from last year with more seminars and events at Cannes 2017 than ever before.

Campaign Brief, with the generous support of Sydney-Auckland-Los Angeles based production company Photoplay and boutique Design and VFX house Fin, based in Sydney and Shanghai, will be hosting our annual Welcome Cocktail Party for the Aussie and Kiwi delegates on Monday 19 June from 5.30pm. Venue TBA.

PP_Master_Identity.jpgFIN-LOGO.jpegSpecial guests include many of the Australian jurors and several prominent creative directors from around the world. If you are an Aussie or Kiwi (or an expat) going to Cannes, let Lynchy know now to secure your ticket:


LBB-BEACH-2.jpgLBB & Friends are back on the beach for Cannes 2017 - and LBB member agencies + production companies from Australia and NZ* are invited

Every year Little Black Book hosts one of the most fun, relaxed, and productive events at the Cannes Lions - the LBB & Friends Beach, opposite the Miramar on La Croisette. And you're invited to hang out there from Tuesday thru to Saturday if you work for a LBB member agency or production company in Australia or New Zealand*.

Jonathan May joins Flint's roster

Jonathan May Scouts (1).jpgEstablished photographer and directing newcomer, Jonathan May has joined Sydney based integrated production company Flint.

May, a conceptual and portrait photographer, has produced work for Google, Virgin Mobile, Telstra, Snickers, NRMA, and Qantas, as well as motion work for Commonwealth Bank, TAL Insurance and the Australian Hotels Association (AHA).
BADC-Paul-Middleditch-Lunch-FB-EVENT-v1 (1).jpgThere are only a few tickets left for Brisbane Advertising and Design Club's (BADC) 'Is the big ad dead?' event with acclaimed international director Paul Middleditch. The lunch event is this Friday, April 21 from 12:30pm-2:30pm at The Sky Room at Brisbane Convention Centre.

Middleditch is the creative mind behind some of the nation's most memorable and awarded campaigns, including Carlton Draught's Big Ad and Yellow Pages' Not Happy Jan and will deliver an insightful speech that poses the question: is the Big Ad dead? The keynote address will focus on the power of great storytelling in a media landscape that's overflowing with content, also sharing his personal insights into the industry, gained during a long and successful career.

The event includes a two-course lunch and beverage package.

_04Z0770[1] (1).jpgCB Exclusive - After a successful three years establishing Special Group in Australia, Matty Burton and Dave Bowman are set to take a role at Google, leading the Google Zoo operation throughout the Asia Pacific region. 

However, Burton (left) and Bowman (right) will remain vested in the Special Group business, maintaining a shareholding in the company.

Prior to Special Group the award-winning team spent the last five years with TBWA Sydney as ECDs. Before that Burton was CD at Saatchi & Saatchi Sydney while Burton was a CD at Droga5 Sydney. Prior to that the pair worked at Saatchi & Saatchi New Zealand before heading to Droga5 New York.

Says Lindsey Evans, CEO and founding partner, Special Group: "Matty and Dave joined Special Group Australia just six months after launch and in less than three years have helped build a truly modern culture with killer talent, an enviable group of client partners and an offering that has seen our business gain five Agency of the Year awards. We are obviously absolutely gutted to see them go but very happy that they remain vested in our future success as shareholders."
Matt Springate Image.jpgTBWA\Sydney has appointed Matt Springate as its new chief strategy officer. Springate is currently the managing planning partner at Grey London, and will join TBWA Sydney at the beginning of July.
Springate will partner Andy DiLallo, Nitsa Lotus and Paul Bradbury in the day-to-day running of the Sydney office across clients including Foxtel, David Jones, Virgin Mobile, ANZ, Airbnb, MasterCard, Tourism New Zealand, Gatorade, and apple.
Springate has a very strong reputation for developing culture-leading thinking that inspires effective creative work. He has worked in lead strategic roles in the most respected creative agencies in the UK and the US.
Screen Shot 2017-04-19 at 8.39.04 am.jpgDiscover Los Angeles has launched #Everyoneiswelcome, the first major project completely conceived and created by Discover Los Angeles' in-house creative agency while Mistress' production arm, Bastard, produced the spot.

Diversity and inclusivity have always been cornerstones of Los Angeles culture - people from 140 countries who speak over 224 different languages currently call L.A. home, and it is one of only two U.S. cities without a majority population - and this community has consistently rolled out the red carpet for visitors from across the globe. There has never been a more critical time to reinforce these points than now.


LIA announces changes to the NEW category

2.jpgLIA has announced some significant changes to the NEW category for 2017.

Almost a decade ago, LIA collaborated with Faris Yakob (left), author of Paid Attention: Innovative Advertising for a Digital World, to conceptualize the NEW to recognize work that sat outside traditional media definitions, reflecting the rapid changes in the marketing landscape. The NEW is never static and to reflect this, Faris and Rosie Yakob, co-founders of the nomad creative consultancy Genius Steals, have once again partnered with LIA to re-define the subcategories or The NEW @ LIAs.

Firstly, The NEW @ LIAs is dropping "Brand Content" as a sub-category. The NEW is a petri dish in which nascent forms of advertising can coalesce. Brand content is now a stand-alone category in its own right.
toby.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Toby Talbot, newly appointed CCO of Saatchi & Saatchi New Zealand.

As I pen this, it's nearly midnight on Tuesday 18th April in New Zealand (we're from the future, don't you know) and so therefore the absolute deadline of deadlines for the award show of award shows for us is only 48 hours away. Consequently, I'm eyeing this week's pick very much with Cannes in mind. Just as I suspect some of this work was written, produced and bought (in that order) with Cannes in mind. Yes, all condom, dog adoption, adult shop ad makers. I'm talking to you.

Let's start with Best TV. Winner: A real contender for metal in Film A16 will be Spectrum. Great insight and wonderfully produced by the incomparable David Shane. Speaking of which, this should clean up in Film Craft. My picks would be A01 Direction and A02 Script. What the heck, stick it in A03 Casting too, why don't you; the Grim Reaper is a crack up. David, if you're reading this, love to work with you again. There's no category for sycophancy unfortunately - I checked. READ MORE...
Ford-Everest-Social-Posts-Frame-SandBurst-V3 (1).jpgFord has launched the "Love Every Minute" campaign via GTB Melbourne, showcasing the Ford Everest 4WD, proving to all 4X4 diehards that Everest is a seriously capable vehicle deserving of its title, Drive's '4WD of the Year'.

The 'Love Every Minute' campaign was shot across a number of inhospitable locations around Alice Springs and launches with cinema and TV directed by Revolver's Bruce Hunt. The TV and cinema is supported by outdoor, online and social along with a media domination at major airports.

Sue-Ellen Osborn.jpgStarcom Australia has today announced the appointment of Sue-Ellen Osborn as the agency's new Sydney trading director.

Osborn moves across to Starcom from Zenith where she was group business director. She replaces Tina Gavros, who is moving to Publicis Media's group investment practice, Publicis Media Exchange (PMX), as Commercial Director.

Osborn has more than 15 years experience in the media industry, and began her career in television sales and worked at Initiative before joining Zenith in 2003. She has held various roles at Zenith in account management and was also Melbourne investment director and group investment director for the agency.

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