SAATCHI & SAATCHI NEW ZEALAND’S KATE CATALINAC IS YOUNG GUN OF THE MONTH
Kate Catalinac from Saatchi & Saatchi NZ has been selected theInternational Young Guns Award’s YoungGun of the Month for July, her NZArmy ‘Toy Soldiers’ Campaign, while the Student YoungGun of the Monthwas won by Todd Grinham and Zac Sax from Miami Adschool for theirSmokingLung.com idea.
CLICK HERE to see their work showcased.
Thanksto hot Aussie expat Leo Premutico from Johannes Leonardo, New York fortaking the time and encouraging young talent through Younggun of theMonth. Premutico also provided some overall feedback on the last threemonths of submissions: “In 2 out of the 3 months the student winnerwas, in my mind, better than the professional winner. A reminder forany young creative that the only thing stopping you creating somethinggreat is the belief that you don’t have the experience to. BookCouncil, Colgate Smile and Smoking Lung are all proof of the impactyoung talent can have if you create work inspired by the ultimate judgeof your message, the recipient.”
Josh Lancaster from Colenso BBDO,Auckland has taken up the gauntlet from Premutico for the next 3 months. Makesure you welcome him by inundating him with your work. Don’t forget toenter your work into the August YoungGun of the Month competition andbe affirmed as upcoming young talent.
51 Comments
One can only presume that this ad is trying to recruit people out of the advertising industry and into the New Zealand Army.
Because who the hell else is this ad going to recruit? Certainly not the average Kiwi bloke who usually goes into the army.
Or…don’t tell me…it’s not a real recuritment ad!
Judging by the visual, I’d say it’s trying to recruit chefs. Do you need anything else explained 8.38? Like how to tie your own shoelaces…
Nice ad and it’d look good in someone’s portfolio – but it’s completely off target.
Was this even done to a brief? or is Scratchies up to its usual tricks? (we all remember ‘Celebrate Chimp Week’ at the Wellington Zoo a few years ago).
Great work darling. You rock…!
Nice work Kate, well done.
What’s off target about the campaign 9.54?
It looks great. good work. 8.38, do you not realise that it’s not only kiwi blokes who go to the army? i guess that judging by your comments it’s obvious there is a lot you don’t get.
A beautiful ad from a student of advertising. Well done to Kate.
At the same time you have to ask why an agency as big as Saatchi wouldn’t want its creatives to learn more than just how to do a beautiful ad. For instance, an ad that actually works and hits it’s target might be a good skill.
Jesus you guys in advertising produce some really shit ads these days.
Nice work, go Saatchis! More of the best, from the best.
Well done!
plastic soldier = army
plastic chef = army chef
god that’s clever.
8.38 – maybe the army has enough average kiwi blokes.
did you stop to think that could have been the brief?
that sort of thing does happen.
IThat does happen 4.00pm, I agree. But I really don’t think it happened here or they would have said so. However, you have just given them the perfect retrofitted rationale.
Personally I like the work for the police better. Real work recruiting real people, not plastic work recruiting plastic people from the ad industry.
5.24 isn’t getting it. WAKE UP LADDIE!!!!!!!!
Saatchis: show the brief. Cut and paste. Go on.
Kinda sad that there’s so little content on this blog we all have to rip shit out of some poor fresh faced kid.
But then, if we all put our work up and submitted stuff it’d be a bit scary wouldn’t it? Imagine someone else ripping your work like you rip them.
You lot are a sad bunch. This is a bloody nice campaign that has just picked up. I know nothing about army recruitment but to be honest I’d never thought about the army needing dentists and chefs.
I do now.
Dicks.
God I get sick of Paul Taylor and his holier than thou opinions on this blog.
His lecture on why that BNZ poster was, apparently, great (because it didn’t have a logo) was the worst.
The poster was shite. Advertising is about ideas that connect with the average person in the street. Tap a punter on the shoulder and say, “hey mate, check out that billboard – there’s no logo on it! Pretty out there huh” and see if they give a fuck.
Christ we’re all so high and mighty aren’t we?!
Let’s settle this once and for all on stage at the battle of the bands.
Meanwhile, as award-hungry CDs breed clones of themselves in order to appeal to their Northern Hemisphere award-jury heroes, somewhere in Auckland someone is doing an ad, to a brief, for a client, to get people to do something.
True story.
At least Paul Taylor has the guts to use his real name.
11.08,
What a fucking hypocrite you are.
As if you care about what the person in the street thinks….you are typical of the pathetic wannabees that will take one of two positions on any piece of work posted on this blog; its either advertising wank/scam, or its dumbed-down crap.
The joke is, its you and your type with your pernicious, envious views that cause clients to lose trust in us as an industry. Because believe it or not, the most compelling thing for clients, the thing they value above all else, is to be inspired.
Your sentiments reek of someone who will never, ever, inspire. Instead your work will always be as predictable as your comments on anybody else’s.
10:12pm, my, my….
Any other ridiculous miles-away-from-the-truth-judgements you’d like to make?
How about something like ‘and you’re into Thai lady boys too!!!’.?
“….you are typical of the pathetic wannabees that will take one of two positions on any piece of work posted on this blog; its either advertising wank/scam, or its dumbed-down crap.”
Wrong. I like the ideas for this campaign. And the Art Direction – classy. Unlike the way you vomit your opinions all over this blog.
There is no way the average person walking down the street would be impressed by a poster because it doesn’t have a logo. Move on.
August 19, 11.08:
Love to see you say that to Paul Taylor’s face, you loud-mouthed self-important twat.
when did i say, or care, about what the average punter thought about bnz billboards with no logo ? – you little twerp, i was simply defending a bloke that gets a fair slagging on this blog for doing something few would have thought possible.
Never said it was great, just pointed it out.
But your punter in the street would have known what the ad was for, damn right.
Stop thinking people actually care about advertising and use your name you little arsehole.
10.00am, if that’s your real name, you’re an idiot.
Paul’s comments make perfect sense. There’s every chance the army ads were on brief – they answer a perfectly reasonable problem of awareness.
And the pigs – wake up, everyone knows BNZ owns the pigs. Basically they’ve done such a good job they don’t need to plaster their ads with logos. It’s not a competition to not have a logo but they have the luxury of not having to. Result.
Quit advertising, please.
Actually Paul has a valid point you gutless little shit.
Grow the fuck up.
Paul wins. He used his real name.
The BNZ pigs rule.
ohhhhhhhhh, how sweeeeet…..
11:08 – from memory I was the one that had the argument with Paul about the BNZ billboards. From memory I think I got slammed and shut up (although I still think they’re ass – the trampoline doesn’t even look like a trampoline in one of them). All kudos to Paul for using his own name. I know that I haven’t enough balls to try that one on. Yet.
Oh god, lighten up. Me disliking Taylor’s lecturing nature means I’m a horrible person who hates the industry does it? Yawn. Stop being precious.
With people in advertising lauding a poster on the basis it has no logo, this incidentally reminds me how it’s positive to have people outside the industry on juries; a dose of reality to balance out the peculiar in-breed indulgence that impresses creatives only.
Maybe his sychophantic cheerleading squad can mull over this, then go take a cold shower before next considering when to all hold hands and leap on the vitriol button.
Move on.
10:00am is dead right. We’re sounding like a bunch of nerds – nobody outside ad land gives a shit. Drop shadow, logo, type face…whatever. I’m sure IT workers have blogs on programming etc. This industry talks about fame and god knows what else but the reality is ads are an intrusion for the average punter.
Ditto 12.24
Paul doesn’t always use his own name . Does he?
Good on you Paul for using your real name. I wish I had as much balls when I comment on here.
lecturing?
Thanks for that Paul.
BNZ pigs? Never heard of them. Are they a scam? Everyone knows New Zealand’s best advertising campaign was Deadline Couriers.
Even my mum thinks so.
But then, she is an Axis judge.
I like the ad. It has a wit and intelligence. It does what a good ad should do which is to leave that little gap for the reader to fill in for him or herself. And there’s the reward. Well done, Kate.
Well done Sam.
Great art direction. I think the credit should go to you.
one line of copy ???
Paul, I think where you went wrong was in trying to be positive. It appears people on this site find that hard to cope with.
I have seen this idea before.
Is there a rule to say you can use other people’s idea?????
Kim, please stop lecturing Paul.
!.51
Where have you seen this idea? Put up or shut up…
As someone who is generally outside the ad industry, I think this is a very funny slagging match. Mostly, because this ad is quite good, it has its merits and it does the job, and that puts it above 80% of what you all do.
I’m sorry but most advertising (from an outside point of view, e.g the public) is really really bad and just occasionally it’s quite good, like this one, and very occasionally it’s brilliant. Anyone who makes brilliant ads, wouldn’t be spending time slagging off someone else’s work on this blog, would they now…
Is there any other industry where everyone hates each other so much? We’re a fucking embarrassment.
LOL@ all the haters – this is a nice piece of work – if you don’t like it thats cool, but kindly calm the fuck down.
LOL? ROTFL!
IMHO.
Great art direction here. Really good.
As for the idea – not so strong. The real credit should go to the suits who pulled this off. I imagine it isnt easy convincing a general to use little toys to represent the NZ Army. – and chefs – thats the last thing you think they’d be trying to recuit – what skills you need to turn on an oven !
Is the idea that they are toy soldiers and therefore not real soldiers? This would make sense if they were recruiting dentists, chefs etc. In which case I love the subtlety. But would your jo-blow 20 yo kitchen hand get it? Doubtful.
Ah, 7:51 has made me get it. it’s a baker like a little plastic soldier. I really don’t consider myself dumb, but I just clicked.
You’re over-thinking this, 7.51.