2013 – Print ads of the year

Mumbrella

January 1, 2014 12:00

1. Ikea – the Ruddick and Abbutt

Ikea created two possible layouts for hopeful Prime Ministers Tony Abbott and Kevin Rudd. The half page ads featured “kitchens fit for a PM” – the “Abutt” and the “Ruddick” – were created in-house and showed kitchens which had been designed around the well known traits of the political party leaders.

2. Federal Government – No Visa

The Federal Government’s ‘No Visa’ campaign was one of the most controversial of 2013 with Labor accused of running a politically motivated campaign funded by taxpayers ahead of the federal election. Tens of millions of dollars were spent telling people asylum seekers arriving by boat would be sent to Papua New Guinea and Nauru. The print component was especially criticised with many arguing those seeing the ads were not the target audience.

3. MX – White House down

A newspaper wrap that appeared to burn through the front page of News Corp’s free daily commuter title mX promoted the release of Sony Pictures film White House Down. The ad ran in Sydney, Melbourne and Brisbane. The film’s star Channing Tatum appeared in a disaster scene from the movie surrounded by flames designed to look like they were burning through the pages of the paper.

4. Pizza Hut – Eau de Pizza Hut

Valentines Day provides ample fodder for advertisers and in this tactical ad for Pizza Hut, the brand appeared to be launching its own perfume. The tagline: “Yeah we bottled it ” saw the brand get strong traction, particularly on Facebook.

5. Greenpeace – Stop the waste

In the wake of Coca-Cola’s victory in the Northern Territory courts over the ’cash for containers’ scheme, Greenpeace launched a confronting print advertising campaign across Fairfax’s Sydney Morning Herald and The Age titles. The advertisement shows a flesh-footed Shearwater bird from Lord Howe Island which starved to death because its stomach was full of plastic waste it had mistaken for food. Greenpeace said the aim of the campaign was to pressure governments on a federal and state level to implement a national ‘cash for containers’ scheme.

6. Pedestrian Council – Don’t tune out

This campaign got a mention in our 2012 Annual for similar artwork that appeared on outdoor collateral. In 2013 the image of a teenage girl lying on the pavement with blood dripping out of her ears in the shape of headphones appeared as a full page ad in the Sun-Herald and the Sunday Telegraph in Sydney. The campaign, created by creative agency DDB Sydney, entitled “Don’t Tune Out – Stop Look Listen Think” for The Pedestrian Council of Australia aimed to discourage pedestrians from using electronic mobile devices when crossing the road.

7. Schweppes – Schweppervescence

The print element of the “Schweppervescence” campaign by GPY&R Melbourne plays on a sense of liberation which the brand says is at the heart of Schweppervescence, showing a woman swimming through the water.