Sarah McGregor, Jerome Gaslain, and Rich Robson, Pick AUNZ’s September Work of the Month

In partnership with AWARD, here is LBB AUNZ’s September Work of the Month, chosen by Sarah McGregor, Jerome Gaslain, Rich Robson, and Tess Connery-Britten.

72andSunny and BIG W: How Good’s That

Sarah McGregor, executive creative director at AKQA Australia

I’ve seen this campaign everywhere and it’s a big, grown-up solution that talks to a real audience of middle Australian mums.

So yes, it’s not the most glamorous or “award-worthy” piece of work at first glance, but it’s a great line, it feels born from the world of the consumer and there’s some lovely headline copy too.

While we all like shiny metal things, it’s also important to give a pat on the back to work that works hard in a tricky category. And who knows, with a solid foundation and extension into less traditional media, there might be something shiny in its future…

Howatson+Company and Seasol: Dirty Old Secrets

Jerome Gaslain, VP creative AUNZ at frog 

While I’m convinced of the benefits of gardening, it’s usually something I end up watching on YouTube at 2am when I can’t sleep. But what Howatson+Company and Seasol pulled off is brilliant. They made gardening genuinely fun to watch, informative, and quirky. The kind of quirky that works, like using hip-hop artist L-FRESH The LION for the voiceover. Yep, hip-hop and gardening! That kind of unexpected, outside-the-box thinking is exactly what made the campaign so successful.

The use of social media is also spot on, easy to engage with and hard to scroll past. “Get your citrus together,” which I spotted outside our office this morning, is a rallying cry I can absolutely get behind.

I love the strategy, the art direction, and the copywriting. Huge congrats to the clients for saying yes to it.

Motion Sickness and Karangahape Road Business Association: Karangahape Returns

Rich Robson, executive creative director, co-founder of Yarn

I have a drawer full of receipts, just in case the IRD ever comes asking. Painful and somewhat pointless records that prove I’ve bought what I said I did. So how bloody great to turn this paper trail into a currency and loyalty system along K-Road!

Given the chance, I’m not sure what I would ever do with Coco’s Cantina pasta water, or if I would ever get a chance to wear a two-piece ghillie suit. But it’s also not the point. It's a fun way of reminding Kiwis of the unique character, experiences and general wares that you simply won’t find on a Westfield shopping spree.

Bold, simple art direction for an activation/outdoor/social/PR ad campaign/art exhibition. Nice work once again, Motion Sickness! Maybe hoarding receipts pays off after all.

Collider and The Australian Marine Conservation Society: Fragile Oceans

Tess Connery-Britten, LBB news and features editor AUNZ

Nick Cave, whales swimming through the sky, and the voice of Bluey’s mum? This spot has made me cry multiple times. 

It’s easy to forget just how connected we all are to the ocean, especially if you live in a part of the city that doesn’t lend itself to quick trips down to the sand. This film has sprung to my mind more than any other this month, and I’ve found myself thinking about the little water turtle hatchling making its way down a drain every time I’ve had to hop over a puddle or flooding gutter.