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AWARD School book submission - Placed in Top 10

Advertising, Art Direction

AWARD School 2010
Book submitted to panel of judges
Client: Sony
Product: The HDR-CX110 Handycam Camcorder
Media: Print, poster, magazine or newspaper
Target audience: All people who make home videos
Single-minded proposition: You can film stuff in very low light
Background/proof of proposition: Sony Australia has launched a new Handycam camcorder for capturing high quality footage in low light conditions. The HDRCX110 boasts exceptional low light performance due to Sonys
Exmor R CMOS Sensor
Mandatories: Sony logo and URL (sony.com.au)
This was one of five works displayed on the wall at the AWARD School Sydney graduation night.

Client: Tresillian Family Care Centre
Product: 24-Hour Parents Help Line
Media: Poster
Target audience: New Parents
Single-minded proposition: Youre never alone
Background/proof of proposition: 24-Hour advice for new parents on the issues involved in becoming a parent and caring for a baby. Its instant advice whenever you need it.
Mandatories: Freecall 1800 637 357
This was one of five works displayed on the wall at the AWARD School Sydney graduation night.

Client: Amazon.com
Product: Online store
Media: Print
Target Audience: Everyone
Single-minded proposition: Do all your shopping in one place
Background/proof of proposition: While amazon.com started life as an online book store, it now retails almost anything including groceries, clothing, electrical items and more.
Mandatories: Amazon.com logo
Client: Mini
Product: Mini
Media: Print or Poster
Target Audience: Young-at-heart drivers
Single-minded proposition: Create your own
Background/proof of proposition: Mini enables you to configure your own personal vehicle, down to the last detail
Mandatories: Mini logo & URL mini.com.au
This was one of five works displayed on the wall at the AWARD School Sydney graduation night.
It was also one of three works chosen by C1 Studios to be photographed, designed and produced. It is currently in production.Watch this space...

Client: Canon
Product: Image Stabilised Binoculars
Media: Outdoor (Poster/Ambient)
Target Audience: Everyone
Single-minded proposition: Steady, when youre not
Background/proof of proposition: The built-in stabiliser eliminates hand shake and body movement, so you get a perfectly still image of what youre looking at.
Mandatories: Logo - Canon
Ambient/Outdoor: Flags on a busy street
This was one of five works displayed on the wall at the AWARD School Sydney graduation night.

Client: Edward De Bono
Product: Online Thinking Course
Media: Radio
Target Audience: Entrepreneurial-minded people
Single-minded proposition: It pays to think
Background/proof of proposition: Edward De Bono is regarded as the leading authority in the world in the field of creative thinking and the direct teaching of thinking as a skill. He has written 62 books in 37 languages and lectures around the world. He now also has an online thinking course. The aim of this course is to train people in thinking and to give them self-esteem in their ability to think. This type of thinking is important to the entrepreneur and the emphasis is on this approach.
Mandatories: URL - edwdebono.com/course
Client: Calmeze
Product: Calmeze Sleep Aid tablets
Media: Television
Target Audience: People who suffer from insomnia and sleeplessness
Single-minded proposition: Sleep easily
Background/proof of proposition: Calmeze Sleep Aid contains natural ingredients, and helps to relieve insomnia and aid relaxation. The controlled release formula helps you go to sleep, and stay asleep.
Mandatories: Pack shot
Scene 1: "There you go sweetie"
Scene 2: "Rock-a-by baby on the treetop..."
Scene 3: "Shhh c'mon sweetie, shhhh"
Scene 4: Man in cradle
Scene 5: Man in cradle, asleep
Scene 6: Pack shot and 'Sleep like a baby'
Client: Carbon Neutral
Product: carbonneutral.com.au
Media: Online
Target Audience: Everyone
Single-minded proposition: Reduce your impact on the environment
Background/proof of proposition: The carbonneutral.com.au website shows you simple and relatively convenient ways on how you can reduce your carbon emissions, and their subsequent impact on the environment. It
also has useful tools that allow you to calculate your emissions so you can then act accordingly.
Mandatories: URL carbonneutral.com.au
When someone looks up directions on GoogleMaps, there will be a pop up window, as shown above, which suggests other options for travel which would result in less carbon emissions. It will also link to the Carbon Neutral website. The pop up window reads:
GreenGO
Walking or riding a bike produces less carbon emissions than driving or catching public transport. It is also good exercise.
Learn more about how you can reduce your impact on the environment at carbonneutral.com.au
Client: Museum of Contemporary Art
Product: Museum of Contemporary Art
Media: (You decide - I chose an integrated campaign)
Target Audience: (You decide - I chose creative people)
Single-minded proposition: (You decide - I chose 'Art that involves you')
Background/proof of proposition: Information can be found at www.mca.com.au
Mandatories: (You decide - I chose MCA logo, where necessary)
Ambient/Outdoor: Various art stations positioned around Sydney CBD which invite people to contribute to art. Above is an example, of a big canvas on the outside of a building. There will also be stations for different mediums such as sculpture, which will have pieces of junk in a pile and people can help make a sculpture out of it. Finished artworks will be put on display at the MCA. This is part of a campaign inviting people to Be part of the art.
Integrated: People are invited to submit photos of themselves online. This is advertised on various websites and social media sites. The photos will be used by a commissioned artist who will create a huge artwork. The artwork will be featured at the MCA and all entrants will be invited to see themselves in it. This is part of a campaign inviting people to Be part of the art.
Ambient/Outdoor: Padded Velcro wall outside MCA. Artwork made out of different coloured pieces of Velcro. People can get into a Velcro suit and plunge themselves on the wall. This will be filmed and photos will be taken. Footage and photos will be shown as an installation inside the museum. This is part of a campaign inviting people to Be part of the art.
This was one of five works displayed on the wall at the AWARD School Sydney graduation night.

Client: Google
Product: Google TV
Media: At least 3 different mediums
Target Audience: Everyone
Single-minded proposition: TV and the Internet, combined.
Background: Historically, if you wanted to search or watch things over the Internet, you did it using a computer. And if you wanted to watch TV shows, you watched them on a TV set. Google TV brings both together seamlessly, giving you one big entertainment hub. Effectively, it turns your TV (which has superior picture quality) into a photo slide-show viewer, a gaming console, a music player in fact a screen to reach any
online content, easily. Google TV is accessed using upcoming web-enabled televisions, or set-top boxes that route web content to existing TV sets.
Mandatories: Google logo
For more info, please visit: www.google.com/tv
TV: It is the last ad during an ad break for Two and a Half Men. A browser pops up and it appears that someone is typing in Two and a Half Men. Then the show comes back on. In the next ad break, before each ad, the browser pops up and it appears that someone is searching for various things as above. As they search, the related ad appears. This goes on for the whole ad break.
Ambient/Outdoor: New Years Eve in Times Square, NYC. On one of the huge TVs, a browser pops up and it appears that someone is typing something in. Example above shows a search for Sydney, Australia and then footage of the Sydney NYE fireworks appears. This will continue through the night as all ads and other footage appear.
Client: Warner Brothers
Product: Warner Brothers Clip Library
Media: You decide. (The trick here is to either use an established medium in a new way, or create a completely
new media or way of communicating.) As possible thought starters, you might decide on a stunt, or an event, or a guerrilla marketing tactic, etc. Try and think outside the box.
Target Audience: Advertisers, Marketers and Promoters
Single-minded proposition: Hollywood at your service
Background/proof of proposition: Warner Brothers Clip Library has the largest collection of film, television and animation properties in the industry. This allows advertisers to use beloved titles and characters in their
communications. For example, if youd like to use Fred Flintstone in an ad, or use a scene from a classic movie to help promote something, Warner Brothers can make it possible.
Mandatories: URL www.wbcliplibrary.com
Guerrilla/Stunt: Actors, impersonating Warner Bros characters, visit agency after agency, going to their reception area and setting up as above. Once they have everyones attention they leave a business card as shown.