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The Glossy Awards : 2011
We are proud to sponsor The Glossy Awards in its inaugural year. It could be argued that in recent years the print medium has taken a taken a back step in marketer’s minds in favour of more ‘flashier’ digital mediums. A sign of the times perhaps? During a period of rapid channel proliferation it’s very easy to be lured by the excitement of emerging technology but amid the hype, are we losing the art of great print advertising? Chris Brown Print is still the purest test of creativity in this business, I reckon. Sure – it’s amazing to cut up a billboard and send it out via carrier pigeon; build a yellow tree house; or make a magic salad plate, but little compares to the challenge of a blank sheet of paper. It’s the simplicity of a rectangular space – fitting for a test arena – that denies us the vast majority of clever tricks we often use to grab attention and tell our stories. We can’t use sound to create atmosphere or help bring the idea to life. We have no moving parts to engage with and no moving pictures to deliver a punchline or reveal a surprise. We can’t make it social through Facebook, or make it do something clever when you wave your cursor over it. All we have is what’s on the page, and this is why when it’s good, it’s so very good. When I think of great print, I think of designer treasures ruined by beer caps and the line, “Reassuringly expensive”. Paul nagy Contents introduCtion 5. Grand Prix 7. Innovative use of medium 9. Best integrated campaign 11. Automotive 13. Fashion 15. Home & Banks 17. Travel & Health 19. FMCG & Beverages 21. Retail & B2B 22. Media & Entertainment 23. Publisher Creative 25. Art Direction 26. Copywriting & Illustration 27. Photography Major sponsor supporting sponsors I think of an angry bear silhouette with an arrow stuck in its arse, staring questioningly at little Indian silhouette with a bow inside his stomach for Alka-Seltzer. Locally, I think of a minnow inside a crayfish inside a snapper inside a seal inside a shark inside a Toyota Landcruiser. I think of Nike asking you to “Run yourself ugly.” And I think of “You. Sponge bath. Now.” and the line “It’s great getting old” next to a bottle of Tooheys Old. All so bloody good, and all could be ar ticulated with nothing but a pencil and a napkin – yet another strength of the humble print ad. And for all those reasons I’ve chosen the Steggles ad, because it does all the things a good print ad should do. It stops you turning the page with an arresting image. It makes you think and treats you with intelligence. It has a single message that it delivers clearly. And it has removed anything that would distract you from this message. On top of that, there are nice touches like the type (and even the logo) written on the eggshell itself, and the brazen use of empty space. Congratulations. exeCutive Creative direCtor, CleMenger BBdo sYdneY direCtor of Marketing, renault australia Magazines especially are still the authority on their chosen subjects, offering advertisers access to consumers whilst they are receptive and open to new ideas. Print is far from dead and our challenge is greater than ever to engage consumers through well thought out, creative executions. We as an industry need to recognise that the print medium has its role to play, we need to appreciate its strengths and integrate our ideas in ways appropriate for the medium. Simply replicating and resizing a single idea on the page is just not good enough. Proof that there are still creative print artisans amongst us is contained within this tome. At Renault, we thrive on competition and clearly so have the agencies that have dared to dream and have been brave enough to enter it for our consideration. We thank them. GLOSSY INTRO.indd 4 1/09/11 2:33 PM