DB Export Beer wins October/November Could Be a Caxton competition via Colenso BBDO NZ
DBExport Beer has been announced as the October / November winner of theCould Be a Caxton competition, established by the Caxton Committee andsupported by The Newspaper Works to recognise and showcase greatcreativity on a bi-monthly basis.
Gary Dawson, Deputy Creative Director at Leo Burnett and the judge of the October / November competition, said:
“Christmasis coming, and a package has arrived. It’s not undies and socks from mymum, although they’re on the way I’m assured. No, it’s a niceassortment of ‘Could be a Caxton’ finalists, and to be honest, I’m nottoo disappointed, although rather like that package from mum, there’salso an awful lot of what I’d expected and some stuff I didn’t reallywant. There’s a few puns, a couple of topical ads and some freewrapping paper from Bonds. There’s even a nice ad about how Burgenbakers are taking an active interest in my man bits, but for me, the DBExport Beer campaign comes out on top. They’re well written, andbeautifully art directed. A labour of love, and it shows. I thinkreaders will not only stop when they see them, but also appreciatetheir craft. You can’t ask for an awful lot more, apart from this- I’mnow going to try a DB Export, or maybe three, cheers to all, and here’sto a cracking 2011”.
The December / January Could Be a Caxton competition is now openfor entries. It’s free to enter and anyone can submit nominations. The copywriter 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 2011 Caxton Awards.
Agency: Colenso BBDO New Zealand
Client: DB Export Beer
Executive Creative Director: Nick Worthington
Art Director: Mike Davidson
Art Director / Copywriter: Levi Slavin
Art Director / Copywriter: Karl Fleet
Art Director / Copywriter: Tom Paine
15 Comments
I’d be interested to know how many entries they receive from Kiwi agencies
Technically, the campaign, including this ad, is a shameful scam.
Creating false history is one thing, distorting it for use in an ad is quite another.
Worthington, Fleet, and the other guy, go to your rooms, sit in the corner, and put the naughty hat on. Only come out when you’ve thought up a true account of your actions to mislead New Zealand.
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10695303
Never let the facts get in the way of a great story eh boys?
Yes 10.16, you should only ever make beer ads that are 100% factually correct. Beer ads are an important learning tool.
Do you honestly think anyone would really bother to read these self-conscious fabrications? Really, truly? Thought not.
Yeah, but don’t tell me things that aren’t true.
Plato, so true. The campaign is boring, boring, boring. I get tired reading the print within the first paragraph.
I’ll drink to that.
still, it’s better than having to upload phonevideo of you and a mate standing with the specially marked bar code that turns into a, i dunno, a cat or something so you can win a chance to design a party and upload more video of that to a facebook app that edits it into an ad so the marketing department and the agency don’t have to
DO A FUCKING THING!!. There, I said it.
“But the agency said it spent 16 months researching the ad and interviewed dozens of people.”
That sounds made up. Just sayin’.
According to my local Liquorland manager, he can’t get rid of them. Not even free with a bag of chips. Anyone over the age of 25 knows that Export Gold is DB Export.
It’s not on Wikileaks so it can’t be true.
Actually one other thing. The headline says ‘ran a paper route’. Everyone I know who grew up here ‘did a paper round’.
You sound like really fun person Plato. Wish I could spend new years with you.
Nevertheless, Plato is right. You ‘do’ or ‘have’ a paper round. The guy that ‘ran’ it was the contractor from whom we got the papers at sparrowfart. And it was a ’round’, not a ‘route’, which is certainly not NZ-speak.
In the ‘months of research’ (can I stop laughing about that now?) that went into the ad, perhaps some time spent listening to how NZers speak would have been worthwhile.
All of which is less important than the fact the copy is as interesting as flat warm beer of course. And while only an idiot would look to ads as a credible source of information, a brand that blatantly and clumsily lies to me does nothing to endear itself.