Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Michael Fuyala, head of digital at Bauer, thought about 2015.
1. Favourite local campaign that isn't yours
Southern Cross’s recent TV campaign done by Barnes, Catmur & Friends with the wise old man reflecting on life lessons really stopped me in my tracks. I found it beautifully made, really emotive but not too preachy.
2. Favourite campaign that is yours
We’ve done some very cool things in the food and home space this year, my personal favourite was from Jeremy Hansen and the Home Magazine team doing an understated content piece depicted life “inside a broken home” to raise awareness around domestic violence.
3. Favourite international campaign
Definitely “Robbie Maddison’s Pipe Dream” video sponsored by DC Shoes, huge global earned media I don’t know of many guys that didn’t see it mainly on social. It featured Robbie Madison riding a motorbike through the forest into the water then catching a wave. If you saw it, you shared it... and it was right on brand.
4. Least favourite campaign
For some reason most DB ads continue to feel a bit condescending to me.
5. Your own biggest success
Starring in and surviving our executive team’s live performance at our Christmas Party.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Narcos. It’s a Netflix original series that tells the true story of Pablo Escobar’s cocaine empire – stranger and more sensational than fiction.
7. Most ridiculous buzzword
8. Best innovation
Wired homes becoming mainstream and cost effective.
9. Most over-hyped ‘innovation’
Apple Watch (you need to be right next to your phone for the cool stuff to work!)
10. Best brands
11. Best stoush of the year
The various conflicts (outlined in the Spin Off) leading to the implosion of Scout.