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

Category: Books
Advertiser: THE COMMUNICATIONS COUNCIL
Product/Service: AWARD CALL FOR ENTRIES
Agency: PUBLICIS MOJO
Chief Creative Officer: Craig Davis (Publicis Mojo)
Executive Creative Director/Copywriter: Micah Walker (Publicis Mojo)
Copywriter: Justine Armour (Publicis Mojo)
Copywriter/Talent: Ian Williamson (Publicis Mojo)
Art Director: Ruth Bellotti (Publicis Mojo)
Art Director: Pim Van Nunen (Publicis Mojo)
Art Director: Kirsty Gavin (Publicis Mojo)
Art Buyer: Alison Dunlop (Publicis Mojo)
Print Production Manager: Oscar Birken (Publicis Mojo)
Photographer: Ingvar Kenne
Retouching: Cream Studios
Media placement: Direct Mailing - 730 Mailings To AWARD Members - 8/12/12

Describe the brief from the client
The 2010 Award Annual was the culmination of a 12-month long project for Australia’s premier advertising awards show.

Describe the challenges and key objectives
Titled Ian’s Getting Ready, the idea began as a call for an entries campaign using Ian, a humble copywriter, far from ready himself.

8 online films followed Ian through a sequence of improvement sessions in which he was waxed, bleached, tanned and botoxed, that could be viewed at his website: iansgettingready.com

Visitors could also craft the finer details of Ian for the actual award evening, voting on his attire, beard shape, tan shades, even the escort he’d take to the event.

Describe how you arrived at the final design
The Award Annual was the chapter of this process, Ian was indeed now ‘ready’.

To commemorate the icon that he had become, for the local industry, we created the ultimate version of award-ready Ian: a 6inch high, gold pant wearing, heavily spray-tanned, replica doll.

Give some indication of how successful the outcome was in the market
As well as being a commemorative doll, Ian is also a fully functional record of the year’s best work, housing all of the winning entries on a carefully concealed 2MB USB stick.