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Campaign Review: The verdict on Dry July, Chatime, Nike and The Bottom 100

In this series, Mumbrella invites senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Phil Watson, executive creative director, Momentum Worldwide and Alison Tilling, head of planning at BMF.

July 6, 2017 10:06
Brand: The Dry July Foundation
Agency: Clemenger BBDO Sydney
The Verdict: Emotionally engaging but job only half done

This year’s Dry July campaign drew parallels between hangovers and the health of a cancer patient, aiming to get more Australians to be sponsored not to drink this month.

Phil Watson, executive creative director, Momentum Worldwide, says:

Watson said the ad was missing the “rational bit”

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Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.

Topics
Alison Tilling BMF Bottom 100 Chatime Clemenger BBDO Sydney Dry July Havas Momentum Worldwide Nike Phil Watson The Sphere Agency Wieden+Kennedy
1 COMMENTS
Joe 7 Jul 17

Thanks for the article, it was a good read!

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