After another year of nurturing, moulding and shaping spongey young brains at Media Design School, course leader Kate Humphries looks back on 2012.
1) Favourite campaign
Dogs come when they're called; cats take a message and get back to you later. So, in that eternal battle that pits cat against dog I’m not going to choose between the kamikaze Toyota cat and those car-driving pooches. I’m just going to love them both for what they are.
2) Least favourite campaign
http://www.youtube.com/watch?v=5QjGPyX3QYsI didn’t really mind Air NZ’s Middle-earth vid but that annoying, patronizing Ed and Melanie thing. They are supposed to be actors, right? Grrrrrrrrr…. hate, hate, hate you so much I’m going to jump out of this plane right now. Now, how is that safe?
3) Best brand
http://www.youtube.com/watch?v=TR_09MaAe_sHell Pizza (although you scared the b’jesus out of me when you pulled Paul Strong’s bearded head out of a paper bag).
5) Best stoush
I’m currently enjoying Holy Moly ice cream vs. Fonterra.
Intern teams. The good ones who don’t quite get to be the right team, at the right time, in the right place, with the right brief.
Sorry to hark back to it, but whatever the goddamned judging process was that meant Ghost Chips lost out on a gold Axis.
8) Most memorable marketing moment
When I started thinking about picking a favourite, a roll call of absolutely good work started springing to mind, not just the dogs and the cats, but also Westpac old flatties, the recent YWCA work, the Amnesty timeline, ‘It pays to push your luck’ campaign, Shape’s Roadies, Subway radio.
9) A few predictions for 2013
Axis 2013 steps up to the plate and, hurrah, look at that, bravely rewards mould breaking, effective work with a gold.