VB ‘The Regulars’ could be a Caxton for D5

Anad by Droga5 for Victoria Bitter has been announced as the June/Julywinner of the Could Be a Caxton competition, established by the CaxtonCommittee and supported by The Newspaper Works to recognise andshowcase great creativity on a bi-monthly basis.

Client: Victoria Bitter

Designer: Tim McPherson

Luke Chess, creative director at Saatchi & Saatchi Auckland andthe judge of the June/July competition, said: “There’s plenty wrongwith the VB ‘Regulars’ ad. For starters, it doesn’t look like an ad.And the copy, if that’s what you can call it, doesn’t even mention thebeer. Then there’s those funny emblems and bloke jokes down where theterms and conditions should be. All up it’s more like the commemorativeposters I get in my paper at the beginning of each footy season (rightdown to the unapologetically comped photo montage) than anything mybrain identifies instinctively as “advertising”. Which for me made itworth poring over, and a stand-out winner.”

An honourable mention also went to Clemenger BBDO Adelaide for their Motor Accident Commission ad.

“Ironically it’s the very ‘ad-iness’ of the Motor Accident Commissionroad safety piece that nearly had me closing it without a second look.Once I spotted the idea I felt rewarded, but I wonder how many punterssaw the Bunnings ad above and just turned the page. Nonetheless, it’smy pick as “highly commended” for its fresh take in a category that’sdeceptively difficult.”

Client: Motor Accident Commission

Copywriters: Greg Knagge and Matt O’Grady

The August/September Could Be a Caxton competition is now open forentries.  It’s free to enter and anyone can submit nominations.  Thecopywriter and art director responsible for the newspaper campaignjudged best of the year’s Could Be a Caxton bi-monthly winning ads,will score an all expenses-paid trip to the 2009 Caxton Awards.

For more information on how to enter the Could Be a Caxton competition and the Caxtons in general, visit www.thecaxtonawards.com.au.