Tag Archives: belgiovane wiliams mackay

Online creative concept marketplace launched for agencies

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Creative-exchange.com, an online advertising marketplace, has been launched to enable advertising agencies to showcase and offer for sale creative concepts that havent been used.

The website aims to offer an online creative resource that agencies can use to market creative ideas that have been left on the shelf because they were not used by clients.

Founder of the site Vivian Greig explained that the service can be used to sell existing concepts or repurpose creative ideas for different clients and brands, not just in Australia but globally. Buyers can browse through a range of creative ideas and choose concepts that are ideal for their own purposes.

The service also aims to help agencies boost awareness of their creative talent and other skills among potential clients, the creative community, prospective employees and freelancers.

“It’s a fact of life in the advertising industry that, for various reasons, many creative ideas never progress beyond the concept stage into production as fully-fledged ads. However much creative departments object, their ideas can end up being discarded because the client has decided on a different concept. But concepts that might not be right strategically, factually or in tone for one client could be spot on for someone else – even overseas – which means there is almost certainly someone out there who will buy those unused ideas,” Greig said.

Greig indicated that potential buyers include clients who are between agencies, other agencies (even within the same agency group locally and internationally), conflict clients or advertisers who don’t want or see the need for a full-service agency.

Endorsing the resource, Belgiovane Williams Mackay associate creative director Rocky Ranallo said, “This is a brilliant site for those ideas out there that really should be seen and for whatever reason have been shelved forever. It’s like a virtual bottom drawer.”

Buyers of the service are charged a subscription fee, while sellers pay a small upload fee to display and on-sell agency material. Copyright is retained by the seller.

Once the material has been sold and paid for electronically, the service forwards the funds to the agency having deducted a commission fee.

VAIO TVC from Oates OK

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Acclaimed Prodigy director, Dael Oates, has used a new technique to explore the meaning of an individual’s ‘projected’ reality in a new campaign for Sony’s VAIO notebook brand.

In the 30-second spot, projected images visually represent the empowerment of a VAIO notebook.

The TVC seems to address the need for people to have a laptop that does everything wherever they are and for whatever purpose they require… or people like to think they are robots, have wings or lead armies of Spartans.

“Exploring the ideas of the aura or extension of your personality are fantastic metaphors not only for VAIO, but as a universal concept,” says Oates.

“Expression of individuality resonates within everyone. This reinterprets the meaning of your projected reality.”

Oates uses projector light and realistic source to experiment and explore natural light at night. In the ad, the projected images become part of the subject in the night landscape.

Oates was recently recognized as new director to watch by Shots.net.

His recent credits with Prodigy include Y&R Wellington’s ‘Change The World’, Singleton, Ogilvy & Mather’s ‘Milo B Smart’ and ‘Butter Menthol’, and Belgiovane Williams Mackay’s ‘BigPond Sushi Train’.

Is Delta So Goodrem?

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For all those lactose-intolerant pop music fans out there, Delta Goodrem has signed on to become the public face of Sanitarium’s So Good brand with a new advertising campaign to hit television screens.

Created by advertising agency Belgiovane Williams Mackay (BWM), the campaign includes two 30-second TVCs, ads in consumer and health magazines and in-store point of sale.

Sanitarium Health Food Company’s general manager sales and marketing, Rick Wilson, says “Deltas personality and image is a perfect fit with her being So Goods new ambassador.”

One of the TVCs involves a cheeky discussion between Delta and a celebrity agent regarding a suggestion that she change her name to ‘Delta So Good-rem’, with the second incorporating the So Good jingle.

BWM group account director, Richard O’Rourke, explains “The campaign is designed to position So Good as a key ingredient in the daily ‘feel good’ plan of consumers. Deltas support has helped us to nail this proposition.”

Birds Eye plot new course away from Captain

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A new brand campaign created by Belgiovane Williams Mackay (BWM) Melbourne is helping to plot a new course for client Simplot Australia brand Birds Eye. The Captain has been synonymous with Birds Eye for years, but the new campaign looks to reposition the brand as a provider of innovative frozen foods made from fresh, quality ingredients. In line with this objective, the new creative platform – An Eye for Good Food – looks to include a number of new product launches.

Three Birds Eye product launches will support the new campaign – Stir
Fry Flavour Infusions, Golden Crunch Monster Chips and Oven Bake
Lightly Seasoned Fish. These products will be launched during August
and September.

Tara Lordsmith, general manager for retail marketing at Simplot Australia, said the relaunch was part of the packaged food giant’s strategy to invest heavily in its product range in the Australian market.

The Birds Eye creative platform will develop stronger emotional connections and loyalty with consumers by engaging them with the brand again. The campaign will bring our brand essence to life, talking to consumers in a way they understand.

Jamie Mackay, partner at BWM, said: “We are really excited about helping Simplot in their pursuit of buyers of frozen foods, particularly families, and strengthening their brand loyalty. Our campaign will connect with consumers visually, particularly through the animated Birds Eye bird, which communicates understanding and empathy with the wink of an eye.

The campaign will be communicated through a range of media, incorporating TV, magazines, outdoor and digital components, plus in-store demonstrations. Check out some of the static creative that has already run below, and watch the new TVC below too.

What do you think? Does the new winking bird cut it for you? The old Captain was pretty iconic. And what do you think about the new tagline – an eye for good food?