Publicis Mojo has finished the year on a high, having recently announced Mike Barnwell as executive creative director following Rebecca Carrasco’s short-lived tenure in the role and winning the Subway creative account. Its work on Vogel’s and Steinlager Pure through the year was well-received and it has also launched a new campaign to try and up Hallensteins’ street cred. So, here’s what creative director Lachlan McPherson thought about 2010.
1) Favourite campaign that isn’t yours
Youtube VideoThe Yellow Chocolate campaign hit at the start of the year. While taking on Google is no mean feat, giving New Zealanders a taste of Yellow was a brilliant way to stay in the game.
2) Favourite campaign that is yours
Youtube VideoHallenstein Brothers. Hallensteins launched the Brothers campaign by giving away over $100,000 worth of free clothes to the men of Canterbury. No strings attached. And they were the first brand to be in the market doing something to help within days of the Christchurch quake. Respect.
3) Least favourite campaign
Harvey Norman. I thought I had escaped that kind of mindless and insulting tripe when I left Australia years ago.
4) Best brand
Steinlager Pure. I’m biased, but the Steinlager Pure iPhone app that has launched around the world is further evidence of world-class ideas being created here in New Zealand.
5) Best stoush
TBWA\ and Droga 5 over the ASB spoils.
Paul Ellis and Jason Kerrison. They were gracious enough to let me up on stage at the Band Together Concert for Canterbury. Standing there in front of over 100,000 happy fans gave me a small glimpse of why young men pick up a guitar.
Those bankers in New York. Their antics have shaved all of our production budgets.
8) Most memorable marketing moment
Orcon and Special Group’s win at Cannes. It was a huge win for New Zealand. I was on the Cyber jury and the campaign was getting major talk just about everywhere I went. I am an Iggy Pop fan too.