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mX creative challenge lets brands go wild

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The soon-to-be-released July issue of Marketing magazine (check it out at the newsstands from 25th June) includes an article bemoaning the state of much advertising creative, which the author argues, often do little more than wallpaper our environment. In an industry that churns out thousands of creative pieces weekly, it's hardly surprising that it doesn't all light up our lives. And if you're a regular reader of Campaign Brief, you might also conclude that the industry likes nothing more than to sit around bitching about each other's work.

So it's pretty refreshing when a brief goes out that actively encourages creatives in the industry to let their hair down and go to town on a brand. mX newspaper challenged creative agencies to send in their wildest newspaper advertising ideas, with the promise the best ads – however risqué – would run for free in mX. To encourage creatives to go wild, the mX created it's own video to promote the contest. So if you've ever wondered what a world would look like if a giant packet of Crispy Flakes hijacked Jonas Akerlund's Smack My Bitch Up video, then head over to www.brandsgonewild.com.au and marvel at the debauchery of cereal.

In total, 18 separate creative agencies responded to the call, submitting a total of 28 different advertising concepts to the mX judges. You can check out the top five entries as chosen by the judges below, and the creatives responsible for each of the designs will be dropping by over the next few days to chat about each other's work, so feel free to tell us what you think of the winning pieces.

The winning entry was Benjamin Gay's egg-cellent [Ed - groan!] piece for Sunny Queen's Farms, but there were also four runners-up:

  • Annie Price from The Foundry for BBQs Galore
  • Jakub Szymanski from DDB for OSO Food Wrap
  • Darren Coombes from Design Nucleus for Twistie
  • Dave Johnson from Lowe & Rivet for Lynx

All five shortlisted advertisements will run in mX for free over the coming months. The five creative agencies behind these ad concepts have between them won over $100,000’s worth of free media space for their clients, so it's smiles all round.

View the creative below and let us know what you think.

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2 Comments

anniep
  • Wrote on 12 Jun, at 04:01PM
I can't resist a good comp. So the MX opportunity was too good to pass up. The Foundry creatives had a wild time cracking concepts for several of our brave clients. And credit must go to Doug Bray (writer) and Mat Hine (art director) for coming up with the Aussie crest idea. And to our BBQ's Galore client for giving it their stamp of approval.

Looking at the other winners, we are in great company... I love Ben's rude egg bum. DDB's food wrap ads are shot so sweetly, The LYNX stuff is spot on for the market and it's nice to see the old Twisties line done differently.

I really hope MX make this a regular occurence, bring on the next one I say!
Annie Price, Associate CD, The Foundry.
Darren@DesignNucleus
  • Wrote on 13 Jun, at 12:27PM
What a great concept for MX to come up with, a creatives dream! There
should be more of these.

A wonderful opportunity for a small creative agency to showcase its talents,
amongst some of the larger, well known agencies.

First and foremost thanks to the creatives, Nathan Behrens, Jane Stacey for
all their hard work, Kurt McGuiness for the lines & everyone else that pitched in,
heck even our Production Manager; Robert Beyer contributed. Amazing what
happens over a Friday Chips & Dip!

Many thanks to the management at Smiths that showed faith in the idea &
execution of our work.

To all involved there is some great work here, well done.
Its very easy to sit on the sidelines & take pot shots at the current work,
rather than get off your bum & create something.

BCM - love it, I want to buy some eggs
Lynx - spot on, where the shots from a Friday drinks, if so where?
DDB - great execution, who shot these?
BBQs galore - lovely idea, Im off for a steak.

Look forward to the next one.


Darren

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