The panel of judges

Adam Ferrier

Partner and Consumer Psychologist

Naked Communications

Tim Evans

Digital strategy director

Ogilvy Group Melbourne

David Redhill

Chief marketing officer

Deloitte

Public Design Group

Public Design Group had 12 hours to do the pitch for Virgin Active. They scribbled their idea on the studio wall and took a photo of it to present to Virgin. The thinking was simple; people go to the gym to fix a problem, find a partner, get sexy, whatever. During this phase of the cycle the brand needs to encourage them and partner with them, and create positive feelings.

Adam Ferrier

Ummmmm? I’m not sure how to evaluate this. I like the insight, but I’m not sure how these designs deliver on the insight. Perhaps they do, and I just can’t see it. It would be good for the design to not just be passive, but somehow the whole experience, involved and truly partnered the individual beyond the weights and equipment.

David Redhill

This shrieks energy and results. The adage that the best ideas come quickly is writ large here – we get the message, we get the meaning, and we get the call to action in one go – easy! Sometimes we just think too much.

Naked

The tiny town of Speed (population 45) was sick of people speeding through their town, Speed. Naked worked with the township to create a unique campaign for the Travel Accident Commission. If they got 10,000 Likes on a Facebook page, they would change the town’s name to Speedkills. 35,000 likes, 1 million Facebook page visits, and 10 million Twitter impressions later, the campaign was a massive success and the town changed its name.

Adam Ferrier

Brilliant. I can’t imagine a better campaign ever. Then again, our agency created it with the TAC. In all seriousness, this campaign was so much fun to do, I’m glad it’s been a success. Hanging out in Speed, and having dinner with Phil ‘Slow’ Down and his family was an absolute honour. The campaign has whetted the appetite of the TAC to do more social media styled campaigns, so it’s all good. I’ll leave the reviewing of this one to others.

Tim Evans

It’s a fantastic creative idea. A few elements that tick the boxes for me are the use of milestones in social media; a real life outcome; incentivised interaction; group participation; an intrinsic link to the 'product'; a lasting legacy; and it’s all very PRable.

David Redhill

Gotta love getting Naked. Adam and the guys have come up with a brilliant cocktail here – simple idea, worthy cause, harnessing community sentiment, and giving people the ability to change their world – and their town’s name – through an engaging safety campaign. Provocative and permanent – a rare combination.

BADJAR Ogilvy

AAMI’s ‘What About Me?’ Campaign is the anthem of the frustrated safe driver, who despite their claim-free record (cue singing) ‘pays the same as bad drivers’.

Led by a musical carmageddon TVC, the campaign spread across print, online, DM and outdoor to successfully launch AAMI Safe Driver Rewards; a unique product that rewarded drivers for their consecutive claim-free years.

The creative idea brought to life the ‘what do I get for not claiming?’ insight, using the well known song, ‘What About Me’ to underpin the foolish driving of drivers who continually claim, ultimately heroing the once neglected, Safe Driver.

Adam Ferrier

I have seen this ad so many times on TV and honestly, the thing I remember most is the clevage of the ladies in skimpy santa outfits??  I realise I just wrote all of that about the new tvc ‘Fair’.  This review was meant to be for the ‘what about me’ series before it – apologies.  On the ‘what about me’ campaign I quite liked the ‘Did you say wasabi’ joke at the end, it’s insightful and interesting.  However, as a general rule insurance advertising is often dull, but singing the proposition doesn’t make it suddenly more interesting. I’d stick with the personification of AAMI as a person – that was ownable and consumer benefit led.

Tim Evans

Who doesn't like a sticky jingle? Strategy for promoting the safe driver benefits works and probably made the phone ring, so ticks from me. Creative is…well it’s classic exaggeration and it’s sticky. Did the job.

David Redhill

Even if you’re not a fan of alternative reality ads, the sheer bravado and ambition of the idea grabs the attention. The song’s adaptation creeps me out a little, but that’s part of its stickiness. And it’s memorable – I saw it a few months ago, and could have replayed the sequence without a prompt.

DTDigital

DTDigital knew that office productivity slumps over the Christmas period. Their clients were desperate for fun ways to kill time without being busted for ‘not working’. They created The Selector 3000, a giant claw game controlled in real time on the internet. With no media spend at all, DTDigital became a trending topic on Twitter, scored a lot of site visits and raised over five grand for charity.

Check it out at http://awardsho.ws/clios_selector3000/

David Redhill

Gotta laugh at the lengths people go to – but what a brilliant combination of online interaction and low-rent visuals. Like Twitter, I loved it – its quirkiness was the real story and left me thinking “who thinks this stuff up?!” – which is just the way a campaign should make you feel. Ho ho ho!

Check out the latest issue of Marketing mag. In stores now.