2011 wasn't a particularly memorable year for Saatchi & Saatchi, with the pink fist debacle casting a major pall. But the new executive and creative team has shaken things up and, after winning ASB without a pitch earlier this year and releasing some of the best work of 2012, the confidence—and the quality—appears to have returned. Creative directors Corey Chalmers and Gus Roberts speak up.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=qIc4V5p6ePUCOREY: Not a lot I’m envious of this year, but Instant Kiwi Push Your Luck is funny.
http://www.youtube.com/watch?v=NrHFE5Bz93gGUY: String Theory’s Good Books spots. All class.
2) Favourite campaign that is yours
http://www.youtube.com/watch?v=7_F0KUB0puoWe’re really proud of two: Corolla and Telecom. Corolla because it encouraged great work. And Telecom because together we started doing some of New Zealand’s favourite advertising again.
3) Least favourite campaign
http://www.youtube.com/watch?v=Zqn5OCFTrcwCOREY: Speight’s. I mean, really?
http://www.youtube.com/watch?v=MNKo8aVl_IYGUY: Lumino. Enough said.
4) Best brand
COREY: All Blacks. New coach, new players, won most games without playing brilliantly. And while I hate seeing AIG on the jersey, it probably saved the game in New Zealand.
GUY: Moa Beer. Remembered for a share float and a sponsorship, not just ads.
5) Best stoush
Have there really been any this year?
Anyone who still did great work when it’s never been harder.
COREY: Those anonymous pricks on the blogs who are too cowardly to stand by their opinions.
GUY: The process that let Ghost Chips fail at Axis this year when it was clearly New Zealand's best work.
8) Most memorable marketing moment
It’s just new, but the Mini/SPCA dogs driving thing is already a memorable idea.
9) A few predictions for 2013
Hopefully people will stop banging on about “digital” and “social media” as if it’s an idea in itself. More work, better work and hopefully more moments to envy.