Page 8 - Adnews Magazine Sep-Oct 2020

Behind the Cover
The creative contingent of adland is the beating heart
of the industry. To fully embrace this, and with a mission to create awesome and inspiring covers, each month AdNews hand-picks an agency to work its magic.
Adland’s next chapter
www.adnews.com.au | September-October2020 8
Likely to go down in history as one of the most unprecedented years to date, AdNews called on VCCP to create a cover that reflected this edition’s investiga- tion into the question on every- one’s lips: What’s next for adland?
What were your initial thoughts on the brief at hand? It was both exciting and over- whelming. There was such a wealth of ways in, ranging from dystopian media landscapes to more optimistic industry transformation.
Post first brief chat, what went through your mind(s) and what were the next steps you took as a team?
The whole creative team had a crack at the brief, exploring direc- tions inspired by the thought-lead- ership of VCCP’s Charles Vallance, the WFH experience, to the more emotional aspects of the pandem- ic’s impact.
How did you know you’d landed on the best concept? The short answer is: we went for the one we found the most entertaining.
Credits
Agency: VCCP
Creative Director: Paul Sharp
Copywriter: Kat Topp
Designer: Katrina Peel
Retoucher: Sean Davitt
Agency Producer: Tabitha Brenchley
Group Account Director: Elizabeth Barnett
Production Company: The Jacky Winter Group
Production Company Producer: Anne-Maree Shelton
Illustrator: Bill Hope Photographer: Nick Bowers
The longer, more articulate answer: COVID-19 has put our indus- try in a big spin and consequently there’s a good reason “pivot” is so heavily in the zeitgeist right now. The chosen concept playfully speaks to the inner voice we’re all having that asks, “What do we do now?” Traditionally the trope answer in adland circles (especially creative) was to create a children’s book series, so we used that as the basis for humorously showcasing the other types of plan-B that adland folk may be thinking of “pivoting” to. Also, as a collection of “ideas”, it felt like the cover that would most bear repeat viewing — a req- uisite for a magazine that sits out on display in many receptions.
Who from the team was largely involved and what were their roles?
From VCCP, Kat Topp and Paul Sharp came up with the concept; this was then brought gloriously to life with the help of Jacky Winter and their hugely talented artist Bill Hope, through his illus- trations. Finally, legendary pho- tographer Nick Bowers captured it all in high-gloss. All in all, it was a highly collaborative effort.
THE 2020 AGENCY MAP • EMERGING LEADER FINALISTS • IKON’S SIGMUND THE DESTROYER
MEET THE TIKTOK TEAM • HOLIDAYING AT HOME • SOCIAL MEDIA AND THE PANDEMIC
Thinking. Insights. Ideas.
adnews.com.au
COVID: Writing adland’s next chapter
AdNews – Since 1928
September–October 2020
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Tell us about the actual creation techniques. How did it come together?
Our “Little Books of Plan B” were inspired by classic chil- dren’s books. It was vital to the execution of the idea to work with an artist with enough versatility to create a set of illustrations that varied hugely in style and technique — Bill was the dream artist to have on the team. Talented photographer Nick shot the bookcase set separately, and we retouched Bill’s illustra- tions onto the book covers.
What were the biggest challenges with the whole process? Did anything keep you up at night? Wondering whether the bookcase would be delivered on time for the shoot. It wasn’t. Nor for the second shoot date. Thankfully it got there for the third.
Best bit about the process?
Seeing the book covers come to life through the humour and intelligence that Bill brought to them with his perfect illustrations.
7/9/20 2:34 pm
WORDS BY
PAIGE MURPHY
A limited edition bespoke AdNews ‘A’ trophy is also up for grabs for the winner.
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