This month’s judge is:
Dom Roberts, Creative Director, Mash.
A bit about Dom:
Dom is a founding director of Mash, over the past ten years, Dom has designed and art-directed an array of design/branding/artistic projects.
The disruptive art-vertising wonderland. Mash is the emporium of everlasting beauty, seductive imagery and sunshine 366.24 days a year* (*367 for leap years). Mash is a creation tool of evangelism to break organisations out of their proverbial ruts. As sorcerers of function, form and finery, Mash brings together a collective of new thinkers and creators.
Mash has earned some serious global accolades. Their work has received gold statues from Graphis and big yellow pencils from D&AD and recently had their work adorned on SF MoMA’s walls (just a room away from Señor Dali and Mr Klee).
What Dom thinks ‘good postcard advertising’ means:
Something that is picked up, paid attention to and actually remembered.
And the Winner is…
Oracle (KordaMentha) – Broadbeach Shopping Precinct
The feel of the Oracle card is modern and simple while avoiding any claim to elitism which can in turn be deemed arrogant or trying too hard and therefore false.
Rather this card is playful, approachable and impactful as a postcard.
These things are important when you need to convey the personality of an entire area representing a variety of stores and offerings.
The creative is bold and simple. The typography is thoughtfully playful and therefore a little more engaging than the ordinary. In the end a simple bold image works, I feel people will notice this card over the rest.
Agency: Caramel Creative
Creative Direction: Aaron Lee
Design & Finished Art: Vanessa Perilli
Strategic Direction & Copywriting: Rowan Wilson
Client Service & Media Management: Catherine Dellamarta
Account Media Agency & Representative: Media Kitchen, David Ogden
“We’re delighted to have been recognised for this little piece, amongst plenty of stiff competition. Thanks go to our client, who was open to exploring a different way of approaching retail marketing. We were pretty single minded with the postcard. We just wanted to reflect the essence of the Oracle retail brand and invite engagement, without forcing it down people’s throats. Given Oracle Boulevard is all about being lively and vibrant, with a healthy dose of fun, we feel we’ve achieved that in this instance.”