Campaign Review: The verdict on the Government’s COVID-19 education campaign
Mumbrella invites the industry’s creatives and strategists to offer their views on the latest ad campaigns. This week, Clemenger BBDO Melbourne’s Mike Ronkoske and Ogilvy’s Gavin McLeod weigh in on the Government’s COVID-19 education campaign, Sportsbet’s Elite Average Games, Billy’s introduction to Billy, and St George’s epic chase.
Brand: Australian Government Department of Health
Campaign: COVID-19 education campaign
Agency: Carbon Creative
The verdict: Lacks the cut through and urgent messaging required
Advertising for Covid 19 doesn’t work in a vacuum. The need is information, not drama.
Government documents indicate agency contract signed on 3rd March. 11 days to execute an effective campaign. Tough ask
Hi Gavin, exactly.
Hi Mike, I reckon your comments risks leading to irresponsible creativity, at the cost of comprehension of ideas. Billy is a new / novel product and idea.- and pretty tough to get across in 15 seconds. To remove the actual product from the ad (the sensors) and expect people to get what you’re talking about is a hard ask.