Photography company describes Cannes Press Lions entry as ‘love job’

The owner of a photography company has described a print campaign entered in the Cannes Lions advertising awards as a “love job”. The ad qualified for the awards by running once, across a sixth of a page, in the Rouse Hill Times shortly before the closing date.

InXpress 'Bob cat' as printed in The Rouse Hill Times

A Mumbrella reader raised questions about a campaign for Queensland-based courier company InXpress which ran three print ad executions in the Rouse Hill Times in April, the same paper which controversial one-off ads for McDonald’s and Band-Aid also featured in.

Rouse Hill Times InXpress PianoWhilst the campaign was run through Sydney photography studio Freeway, the campaign credits also mention Saatchi & Saatchi creatives Nils Eberhardt and Veronica Copestake. The duo were both credited on a series of ads featuring dogs enjoying Panasonic air conditioning which won a Silver Lion this year, although the agency has refused to disclose where they ran.

However, Saatchi & Saatchi has claimed to Mumbrella that Eberhardt and Copestake worked on the InXpress campaign “in a personal capacity” and said the agency had nothing to do with the campaign.

Photographer Andreas Bommert, who works for Freeway Reps, also shot the Panasonic campaign.

Freeway’s owner and manager Grant Nevin told Mumbrella: “InXpress was a client that contacted FreewayReps directly with a creative brief for their business”. He added: “I, as the director of the company deemed this brief interesting, highly creative and a chance to showcase great photography as well as 3D. A win win for all involved.”

Nevin said: “I showed this brief to a few creatives I have worked with in the past, whom I have a personal and good relationship with and asked if they would like to help me bring this fresh idea to life. All agreed that it would be a ‘love job’ worthy of our personal time and attention. I believe that the end result is one that all parties are proud of and I thank you for interest in the project. It is a great example of a team of motivated creatives pulling together on a project that all involved, including our client are most proud of.”

Each of the executions ran on a sixth of a page in the Rouse Hill Time, which Mumbrella understands is the cheapest title in News Corp’s News Local stable. “Bob cat” ran on April 2, “Fountain” on April 9 and “Piano” featuring on April 16. (The campaign can be viewed online via the NewsLocal viewer – search for the Rouse Hill Times and the appropriate date on pages 9, 27 and 36 respectively.)

Whilst the executions were entered into the Press category in the Cannes Lions they did not make the shortlist.

InXpress, which has franchises in NSW, said it had commissioned the campaign claiming in a statement that it ran as “our sales were targeting Rouse Hill businesses for the month of May and we thought it would be a good point of entry to see if people had seen our ads”. “It was a great project and we’re very happy with the results”, it added .

The ads are the fifth set entered by Australian agencies in this year’s Cannes competition to come under scrutiny, with Saatchi & Saatchi’s Silver Lion winning work for PanasonicDDB’s Bronze winning McDonald’s executions and JWT’s Band-Aid and Banlice work also in the spotlight.

The issue of “scam” ads is a growing one for the advertising industry, with claims that some work is created to win awards, rather than solve clients’ marketing problems. A hallmark of scam advertising is when work for a major brand appears only once, in a low cost publication, close to an entry deadline.

Credited on the campaign alongside Bommert, art director Eberhardt and writer Copestake, are Cream Studios’ Mark Stearne (retoucher)  and Toby & Pete (producer). Copestake is a senior copywriter for Saatchi & Saatchi Sydney and has worked with the agency for just over a year, according to her LinkedIn profile. Eberhardt also works at Saatchi & Saatchi, joining the agency in February 2012.

Nevin said he was unable to comment on the Saatchi & Saatchi Panasonic work which won a Silver Lion at Cannes in Press. Mumbrella has still been unable to locate the campaign, with media monitoring services Ebiquity and Nielsen also coming up blank.

If you have seen the campaign, we welcome all information via anonymous email if preferred to

The InXpress campaign:



InXpress campaign piano

Miranda Ward


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