DDB Melbourne unveils OTI creative
DDB Melbourne has unveiled its latest creative for client, online vocational educator, the Open Training Institute.
The creative takes the form of a parody of the popular panel-judged talent programme format.
The execution was unrolled via a teaser campaign, followed by social media and outdoor posters directing readers to the website.
“We've made our message pretty hard to ignore. Essentially this campaign is asking people to think about where and how they direct their energy,” said executive creative director DDB Melbourne, Darren Spiller.
“There's no point getting awesome at something inane. And it's good timing as we hold up a mirror to people at the start of the year, when New Year's resolutions are being set. We hope The Y Factor will inspire people to better direct their prodigious energies in 2014."
The spot features Mark Holden and former Neighbours actress Kimberley Davies.