ADVERTISING DEPOT BEATS FOUR TO WIN RIVERFESTIVAL AD CHALLENGE IN BRISBANE
Last night Advertising Depot (A|D) beat four other leading Brisbane agencies - Publicis Mojo, McCann-Erickson, Junior and De Pasquale - to win the 2006 Riverfestival Advertising Challenge.
The brief was enough to make even the smoothest salesperson cringe: convince the people of Brisbane to drink recycled water.
Each agency faced a panel of industry professionals and was given five minutes to present their billboard creative which was then critiqued by the judges.
And following the trend of reality tv, the vote went to the people, with the 200 strong audience voting for their favourite concept with a show of hands.
A|D took an innovative and irreverent approach, using a controversial headline, "Let’s not recycle water", with a url call to action: ShortTermThinking.com.au
But if you visit this website, you’ll find that unfortunately the people responsible for it didn’t plan ahead, so you’re redirected to LongTermThinking.com.au- a visionary website hub for long-term, lateral thinking to ‘make Queensland an even smarter state’. The site also provides a compelling argument for recycled water.
Says A|D Managing Partner Murray Berghan: “This was a great initiative of Riverfestival and we are really happy with our campaign being chosen. It was an excellent brief and our team loved working on it.”
Thankfully, even if Brisbane doesn’t welcome the advent of recycled water, critics will have a hard time rhyming it with the word poo, (see Poo-woomba).