THE COMMUNICATIONS COUNCIL Design & Branding IAN'S GETTING READY by Publicis Mojo Sydney

IAN'S GETTING READY

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Industry Shows, Events & Festivals
Media Design & Branding
Market Australia
Agency Publicis Mojo Sydney
Director Matt Devine
Executive Creative Director Micah Walker
Art Director Kirsty Gavin, Ruth Bellotti
Copywriter Ian Williamson, Justine Armour
Producer Alex Kember, Josephine Mackenzie
Photographer Ingvar Kenne
Editor Dan Lee At Karl Marks, Zen Rosenthal, Dave Whittaker
Released August 2010

Credits & Description

Category: Online Digital Design
Advertiser: THE COMMUNICATIONS COUNCIL
Product/Service: AWARDS
Agency: PUBLICIS MOJO
Date of First Appearance: Aug 16 2010
Entrant Company: PUBLICIS MOJO, Sydney, AUSTRALIA
Entry URL: http://iansgettingready.com/
Chief Creative Officer: Craig Davis (Publicis Mojo, Sydney)
Executive Creative Director: Micah Walker (Publicis Mojo, Sydney)
Copywriter: Justine Armour/Ian Williamson (Publicis Mojo, Sydney)
Art Director: Ruth Bellotti/Kirsty Gavin (Publicis Mojo, Sydney)
Agency Producer: Jasmin Helliar/Penny Brown (Publicis Mojo, Sydney)
Head of Digital Production: Rob Barac (Publicis Mojo, Sydney)
Digital Art Director: Andy Cooke (Publicis Mojo, Sydney)
Technical Director: Ian Tilley (Publicis Mojo, Sydney)
Director: Matt Devine (Revolver Films)
Producer: Alex Kember (Revolver Films)
Executive Producer: Michael Ritchie (Revolver Films)
Director of Photography: Matt Hart
Editor: Zen Rosenthal/Dave Whittaker/Dan Lee (The Editors)
Producer: Josephine Mackenzie
Photographer: Ingvar Kenne
Retouchers: (Cream Studios)
Music: (Level Two Music)
Recording Studio: (Song Zu)
Media placement: 8 Internet films - iansgettingready.com - 16/08/10 - 24/09/10
Media placement: Website - iansgettingready.com - 16/08/10
Media placement: Press - Campaign Brief & B&T Industry Magazines - 16/08/10 - 24/09/10
Media placement: Mailouts - All Industry contacts - 16/08/10

Describe the brief from the client
Our task was to create an eight-week call for entries campaign for AWARD, the premier advertising award show in the southern hemisphere. Our idea was a man: Ian. A humble copywriter enlisted to inspire other industry creatives to get their work ready for entry into the show.

Describe the challenges and key objectives
With a very limited budget, we needed to engage our audience of hardened cynics from the advertising and design communities.

Describe how you arrived at the final design
The design for the site was informed by the core idea of a man who was ‘not ready’. Sparse and pared-back, but appealing and contemporary for a critical audience. Those who explored it fully could see behind the scenes and follow Ian’s real-life preparation journey. The landing page image enabled visitors to see the edges of the set, and Google-mapping technology allowed you to scrutinize the unready Ian in terrifying detail. Ian could be tweaked and crafted as visitors voted on what he’d wear on the night. And to engage people in this crafting phase it needed to be a simple and enjoyable experience.

Give some indication of how successful the outcome was in the market
Although it was promoted to a database of under 10,000, the site received 21,567 visits during the campaign period, of which 14858 were unique. Entries (2050 in total) did not decline from the previous year, despite widespread industry cutbacks owing to the global financial crisis.