CAMPAIGN DIARY: Thrifty award-winners stay a week in Tobago to save O&M’s money

We’ve often wondered why so many creative teams go abroad to shoot ads. The explanations - ranging from cheaper equipment to more daylight hours - just don’t wash with us.

We’ve often wondered why so many creative teams go abroad to shoot

ads. The explanations - ranging from cheaper equipment to more daylight

hours - just don’t wash with us.



Of course, we know you only head for sunny climes for the quality of

light, and our suspicions were confirmed when we saw this ad encouraging

people to enter Euro-Effie, the European Advertising Effectiveness

Awards.



The winning team each year creates the following year’s ’call for

entries’ ad and 1996’s victorious pair, Marcus Fernandez and Brian

Millar from Ogilvy & Mather, have abused the privilege impressively.

Instead of doing a quick and cheap desktop-published graphic number,

they went the whole hog and flew to Pigeon Point, Tobago.



For those of you who recognise the beach, it’s where the Bacardi

’Peckham on a wet Saturday’ ad was shot. Somehow, the duo worked out

that it would be cheaper for them, the photographer, David Scheinmann,

and his assistant to stay for a week rather than just a couple of days,

which is how long they calculated the project would take.



So they were trying to save O&M’s money - yeah, right.



The team won their Effie gold for poster work for IBM, and their IBM TV

work shared a gold with BBH’s Levi’s campaign.



So, if you fancy a week in Tobago next year, contact Oliver Delarge on

00331-474 213 42.



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