CAMPAIGN DIRECT: REVIEW

On first examination, the list of mailers for this review looks encouraging: a cheeky little drop of charity, an automotive magnum or two, a New World lemony booze-type alcopop thing and the ubiquitous financial services appellation controlee. So, on with the slippers, out with the pretzels and into the first offering: Marbles.

On first examination, the list of mailers for this review looks

encouraging: a cheeky little drop of charity, an automotive magnum or

two, a New World lemony booze-type alcopop thing and the ubiquitous

financial services appellation controlee. So, on with the slippers, out

with the pretzels and into the first offering: Marbles.



It’s cheeky, to the point and tells it like it is. It’s unpretentious

and, in places, sweet. However, the wheels fall off the

’it-does-exactly-what-it-says-on-the-tin’ approach a bit too quickly for

my liking: there’s just so much of it - nine bits, including the outer.

The writer has tried hard but format, mandatory inclusions and the sheer

volume of confetti has done its best to marginalise the nice wordage,

which is a shame. So, overall, it’s pert and palatable in places but

there are too many flavours vying for attention.



Next, a Jeroboam of an envelope for Nissan Fleet. Inside, I am

confronted with a sodding great cardboard folder-type contraption

covered in the acid-induced ramblings of a Photoshop junkie. Curious. On

opening the sodding great cardboard folder-type contraption, a

rubber-band-powered moth shot out towards the ceiling, scaring the

bejeesus out of me. Undeterred, I waded on to chance upon a letter, a

two-page questionnaire and a reply-paid envelope. It looks professional,

and there are lots of questions, lots of prizes and lots more of the

Photoshop odyssey. But all in all, there was a lot of money spent to say

- well, not a lot really. The taster’s notes were accordingly

disparaging: a bit thin after the initial promise. And what the bloody

hell the moth had to do with anything, I’ll never know.



On to something far more substantial: Land Rover Freelander.

Experiencing Land Rover’s work is, on the whole, a rare pleasure. This

little bundle of joy is no exception. The production, art direction and

delicious words are all in perfect balance. Being hyper-critical,

however, the shot on the front of the little book isn’t half as nice as

most of the inside efforts and the use of quotations throughout is a tad

hackneyed. To sum up: another classic from the northern-facing slopes of

Craik Jones and the client that keeps on giving. Rich, full of character

and smooth. Yummy.



The next offering is definitely from the screw-top section. A video

mailing for Hooch Lemon. I have a feeling I must still be slightly

intoxicated by the Chateau Freelander 1er Cru, as this one I just didn’t

get at all.



Now, I appreciate that I’m a little above the age of the target market,

but I am not totally out of touch with ’yoof’ culture and all that is

clubtacular. This piece of shameless onanism, however, left me reaching

for the James Taylor and cocoa. It’s a 30-minute tour by six charmless

little clubbers around six cities shot on a handydigipalmicam. But it’s

all grain, jaunty angles, choppy edits and faux camera verite.

Purleese!



And to do what? To get like-minded grubby little clubbers to answer one

of those idiotic questions normally reserved for premium-rate, money

spinner lines. It probably worked though. Anyway - yuck!- I didn’t like

it.



And to finish? A sweet little half bottle from Victim Support. The press

ads, posters and website are all very much from the same vineyard. It

uses great shots, has a clear message and is a nice, no-nonsense

execution.



I’ve one gripe, though. The ad copy is far too long and it needn’t have

been. But overall, a pleasant way to finish my tasting.



I’m off for a real drink now. Cheers.





CREDITS



MARBLES



Brief: Test two treatments aimed at highly profiled prospects skewed to

those with internet access



Agency: CMB

Copywriters: David Hudson, Deborah Baker



Art directors: Hugo Lines, Tracey Hunter





NISSAN FLEET



Brief: Maximise data collection from fleet decision-makers, highlighting

hot prospects for product launches



Agency: Tullo Marshall Warren



Copywriter: Phil Rhodes



Art director: Simon Nicholls





LAND ROVER FREELANDER



Brief: Capture the sheer delight of driving a Freelander, urging

recipients to book a test drive



Agency: Craik Jones



Copywriter: David Brown



Art director: Mark Buckingham





HOOCH LEMON



Brief: Build on the momentum of the initial Hooch Nation communications

to strengthen the customer relationship



Agency: Brann Bristol



Copywriters: Bob Crampton, Julie Tyers



Art director: Nancy Lokos



Directors: Bob Crampton, Paul O’Brien



Production company: in-house





VICTIM SUPPORT



Brief: Recruit volunteers to help victims of crime



Agency: Wunderman Cato Johnson



Copywriter: Ross Keenleyside



Art director: Simon Armstrong.



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