2017 BEST ADVERTISEMENT – IMAGE/BRANDING

Judge: Mark Clemow

First.  The Leader.  Barossa Renovations

This is an elegant and effective ad that uses a beautiful and relevant image to engage readers with the brand.  An economy of words drives a clear call to action, with the brand and address clearly and appropriately placed at the bottom.  The white text box in the centre, with the red headline, enhances the principle colours in the photos and the colours of the advertiser.

As a full page advertisement, it is particularly stunning work that reflects the style of the upmarket home and fashion magazines and brands the advertiser as a high quality business with aspirational product and service.

Second.  YP Country Times.  Kadina Travel

This is a fun and clever campaign that instantly engages the reader with the product and business.  The holiday and travel business is highly competitive and advertising needs to touch a personal nerve to be effective.  In each of the executions the paper has personalised the message with a strong emphasis on the individual and their holiday dreams.

As a vehicle for repositioning a business that had been through a change in staff, it very effectively moved the emphasis onto the individual and the product, whilst building trust in the brand of the advertiser.

Third.  The Bunyip.  Gawler Flower Gallery

This is a simple, uncomplicated ad that very effectively engages the emotions of the reader.  An image of a colourful and pretty bunch of flowers, with a call to action to make someone smile, is a powerful reminder of the value of human relationships.  The strapline of “Beautiful blooms, Gorgeous gifts” is nice and as the eye travels across the imagery, it is very easy to get information about how and where to respond.

FEEDBACK ON OTHER ENTRIES

The South Eastern Times.  South East Property

The judge acknowledges the complexity of residential real estate advertising. In this ad, they are combining residential listings, with community engagement and business branding.  The page is very comprehensive in trying to appeal to the different contexts.

Nevertheless, it is well put together and the intention to combine all these things in one add is ambitious.  As a real estate advertisement, it does introduce different information and look, but the central purpose remains to sell properties.

The Murray Pioneer.  Laser Plumbing and Electrical

This is a nice and simple ad that conveys a message in a fun and ambiguous way, with a clear call to action.  It shows some thought and planning in how to make the advertiser look different and would be great as the basis for a sustained campaign of varying creative along a similar fun theme.  The advertiser reports good feedback and enquiries.

The Courier.  Morphett Street Family Dental

This ad uses a nice combination of colours, with a Christmas theme, to convey much information.  It has two contexts – one is to convey information about Christmas trading arrangements and the other is to list the services of the clinic.  Whilst visually pleasing, there is a lot of information for the reader and it is likely that the Christmas trading banner detracts from the whole message. 

There was no information provided on the results for the advertising.

Entries from the following newspapers included tear sheets with multiple ads, but because they did not identify the ad being entered, they were eliminated from judging.

The Murray Pioneer
The Plains Producer

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