Damon Stapleton argues that you never go to D&AD expecting to win a pencil. And that's exactly what makes the show special.
Marketing, advertising & media intelligence
DDB chief creative officer Damon Stapleton says that rather than capturing a cultural moment, Pepsi's ad provided a parody of it.
Lotto New Zealand has a long history of selling more tickets by focusing on the joy of the big win. But, more recently, it's also tried to sell more tickets by focusing on the joy of giving, promoting the fact that those tickets help fund various community projects around the country. Last time it was Jesse Mulligan telling some of those stories. Now it's turned to a young, fictional football player called Dylan who sees his life change with a single kick of the ball.
It’s been a year since Lotto sailed the pirate ship in ‘Pop’s Gift’ onto Kiwi TV screens, and the organisation has now followed this up with another fantastical piece of storytelling in a new spot called ‘Mum’s Wish’.
DDB chief creative officer Damon Stapleton on how being a good creative means pushing beyond the expected and how the best ideas can never be a commodity pushed out on a conveyor belt.
Do you find yourself watching infomercials late at night? Do you wonder how they can possibly still be a thing? Would you be surprised to hear that a company producing infomercials is one of the biggest media spenders in New Zealand? If you answered 'yes' to any of these questions (or even if you didn't), then this is the story for you.
DDB's chief creative officer Damon Stapleton revisits an experience with a particularly tricky client as he makes an argument for keeping things simple and producing great work worthy of people's time.
With the advent of automated buying, there's a growing consensus that marketing communications need to be short and snappy. But after walking in on four young creatives huddled around a laptop, DDB chief creative officer Damon Stapleton learnt that longer form storytelling is far from dead.
After a short chat with his war veteran grandfather, DDB chief creative officer Damon Stapleton was reminded of how powerful simple language can be.
As Mad Men comes to a close, DDB chief creative officer Damon Stapleton considers whether the end of the show also signifies the end of advertising as we know it.
Damon Stapleton reckons just 15 percent of the 100 or so Super Bowl ads could be classified as any good. And, given the pressure on agencies and clients to produce great work, that's not such a good hit rate. But he believes the idea that being weird is a far greater sin than being average is one of the major reasons.
Many believe the answers are out there, somewhere. They are not, says Damon Stapleton. The great answers are still inside us. And they often begin with great mistakes.
As Kim Kardashian proves, fame is big business. And it is a business advertising should be seriously looking at, says Damon Stapleton.
2015 will mark the 35th anniversary of the Axis Awards, and to commemorate this milestone CAANZ will be showcasing some of the work that has been awarded over the course of that period. But, as has always been the case, this year's edition will be about awarding the best work produced over the course of the last year. And to do that as effectively as possible, CAANZ has introduced a few changes to the awards categories for this year's event.
Damon Stapleton notes that unhappiness levels in the industry seem higher than usual, and he thinks this might have something to do with the lack of courage among agencies these days. So where did that courage go, and how can it be brought back?