Page 8 - AdNews Magazine Jan-Feb 2021

Behind the Cover
www.adnews.com.au | January/February2021
8
The creative
contingent of adland
is the beating heart of
the industry. To fully
embrace this, and
with a mission to
create awesome and
OOH’S VIGOUR • ADNEWS LIVE! ADELAIDE • BRENDON COOK’S INSIDE STORY • TRUE BLUE ADS
THE HUMANING HEADLINE • RE-RENAISSANCE • CREATIVITY & HARDSHIP • MOTIO’S BOB THE DOG
Concept 3 We Photoshop Michelangelo’s David holding a shrimp and sporting Hoges’s side parting. Concept 3 We Photoshop Michelangelo’s David holding a shrimp and sporting Hoges’s side parting.
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COVERLINE LIGHT • XXXXX XXXXXX XXXXXX XXX XXX • XXX XXXX XXXX XXXX XXX
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Thinking. Insights. Ideas.
adnews.com.au
Thinking. Insights. Ideas.
adnews.com.au
A limited edition bespoke AdNews ‘A’ trophy is also up for grabs for the winner.
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Print post approved: 100005345
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inspiring covers,
AdNews – Since 1928
Month 2000
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each month AdNews hging
rful.
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January/February 2021
20/1/21
5:03 pm
ul.
David and the shrimp
hand-picks an agency to work its magic.
What were your initial thoughts on the AustralianRenaissancebrief at hand?
Our first reaction was one of excitement. Just six agencies a year get the opportunity to produce the front cover of AdNews so it felt like a real privilege. There were so many directions this could take. The brief talked about Australia’s success in handling the COVID-19 pandemic and how this has led to a renaissance in the creative field. It also included topics around diversity, Indigenous inclusion and what the “new normal” would be. As a creative, your first thought is to focus the lens; to clearly define your subject matter and search for the creative hook.
Post first brief chat, what went through your mind(s) and what were the next steps you took as a team?
Ideas are often born from the collision of two elements so we thought about what these could be. We quickly realised the word “renaissance” was a rich source
W O R D S B Y
P A I G E M U R P H Y
of inspiration and played around with a few formulas, such as renaissance + COVID-19, renais- sance + creative and renaissance + Australia.
How did you know you’d landed on the best concept? We ended up with 10 ideas that felt right for different reasons. But one concept stood out for encapsulat- ing so much of the brief in a simple and engaging way: what if we turned Michelangelo’s David into Hoges [Paul Hogan] slipping an extra shrimp on the barbie? It’s Renaissance, it’s unequivocally Australian and it’s one of the most iconic and celebrated moments in our industry’s history.
Who from the team was largely involved and what were their roles?
Our creative directors, Mark Smith (copy) and Kory McAvoy (art direction), came up with the ideas and then set about discuss- ing pressing matters. Do we show David’s meat and two veg? Is it safe to operate a BBQ with your
snag out? It was then over to retouching artist Derek Leong to give David an ’80s makeover.
What were the biggest hurdles to making this
a reality? Any challenges? Timings were very tight so we had to make sure our idea was rela- tively simple to produce. This was never going to be a Lambstravaganza.
Tell us about the actual creation techniques.
How did it come together? Once the idea was approved, this was essentially a retouching job. We gave Dek various reference shots of Hoges from different angles and had a few discussions about bum chins and wrinkles. It was a bit of a balancing act mak- ing sure both Hoges and David were instantly recognisable.
Best bit about the process?
The opportunity. A proudly inde- pendent agency has just created the first AdNews cover of 2021. That feels special.
Credits
Agency: Engine Group
Creative Directors:
Kory McAvoy and Mark Smith
Retouching Artist: Derek Leong Managing Director: Tim Weger General Manager: Kym Vercoe Senior Account Director: Sarah Deery
The Australian
Thinking. Insights. Ideas.
adnews.com.au
The Australian Renaissance
Why the industry is thriving Down Under.
Cover.indd 1
Renaissance.
The Australian
Renaissance.
Why the industry is thriving Down Under.
Why the industry is thriving Down Under.