Feb / Mar Could Be a Caxton

An ad by Saatchi & Saatchi Sydney for Tooheys New Beer Economy has been announced as the February/March winner of the Could Be a Caxton competition.

An ad by Saatchi & Saatchi Sydney for Tooheys New Beer Economy has been announced as the February/March winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis.

Agency: Saatchi & Saatchi Sydney
Client: Lion Nathan
Creative Director: Dave Bowman
Art Director: Pete Galmes (Southpaw)
Writer: John McKelvey, James-Ross Edwards (Southpaw)

Shaun Branagan, Creative Director of AdPartners Sydney and the judge of the Febuary/March competition, said: “This is not a great print ad. It is, however, a great idea.  The execution is not great. However the idea’s insightful, relevant, and funny. The type is not great; personally I detest the use of the ellipsis. However, did I mention it’s a great idea?  Note to self: be more economical with use of words.”

Highly Commendeds

42 BELOW

Shaun Branagan said:

“On my time off I tend not to scrutinise advertising. Call me crazy but I like to read a book. Or go to a gallery. So when I’m wearing my punter‘s hat rather than my judge’s hat, I’m always impressed when I notice any ads at all. Some weeks ago, whilst idly flipping through the paper I did chance upon this 42 Below ad. Witty headline drew me in. Copy had charm and wit.  Almost made me buy a bottle.”

TUI BLOND

Shaun Branagan said:

“Hold the press. Breaking news.  Press ad goes interactive. In contrast to the old school 42 Below ad, this is new schooI. And I love it. Unfortunately I think it’s a bit obscure. Even though I’ve been using this message tape (bought online from a great site - suck.uk.com) the ad still took me a moment or two to figure out. Anyway marks awarded for ingenuity. Damn those clever Kiwis and their No 8 wire mentality.”

Enter April / May Could Be a Caxtons

The April/May Could Be a Caxton competition is now open for entries.  It’s free to enter and anyone can submit nominations.  The copywriter and art director responsible for the newspaper campaign judged best of the year’s Could Be a Caxton bi-monthly winning ads, will score an all expenses-paid trip to the 2010 Caxton Awards.

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

Copy of Tooheys New "Beer Economy - Sunscreen" newspaper ad (1m, JPG format)
Copy of 42 Below "There's not many people..." newspaper ad (1m, JPG format)
Copy of Tui Blond "Valentine's Day" press ad (429k, Acrobat (.pdf) format)