CREATIVE REVIEW: 12/12/08
MERLE
ROBERT WISEMAN DAIRIES, THE ONE (TV AD)
Very well conceived, the 1% message could have got lost amongst the impressive CGi but an excellent job has been done on making sure it comes through loud and clear. They also understand consumers care about ‘taste’ as well as their waistlines! Only gripe is the voiceover; someone with a little more gravitas would have added extra spark. 7/10
THE BGROUP
NATIONAL ENTERPRISE WEEK 2008, MONSTERPRENEURS (POSTER & WEB)
The illustrations are beautiful but they just don’t seem to be working hard enough, the website seems almost like an after thought. It would have been great to have had the illustrations animated and with more detail about the ‘monsterpreneur’. And the game really isn’t hot, I lost count of how many times it asked me the same question. Still budgets do dictate. 6/10
LEWIS
SCOTTISHPOWER (WEBSITE)
Something I don’t like is energy companies telling us how green they are. Please! This all feels very ‘of the now’ in the energy game. My problem is, does it work for the audience? A quick test on my mom proved a ‘no’ as she couldn’t read the handwritten typeface very well and thought the animation was way too fast to understand what was going on. She also noted that it seemed to be repeating itself. 5/10
LIVE & BREATHE
ST STEPHENS SHOPPING CENTRE (CHRISTMAS AD & POSTER CAMPAIGN)
Having done a lot of retail work I appreciate the difficulty in pleasing everyone when it comes to parks and centres etcetera. The issues with this are more than that though, focusing your whole campaign on a shopping centre roof is a hell of a gamble I’ll say! The illustration feels a little ‘off the shelf’ and the little girl is so out of style with the others it just feels wrong. The brand names are nicely added in but the omission of a website for more information is a crime in this area. 4/10
MERLE
SELF-PROMOTION (DM)
The mailer is simple but gets the message across very effectively, taking the recipient’s name and giving a quick history lesson. Couple this with a well written letter and Im sure they are onto a winner! 8/10