Monday, May 11, 2009

If you can make it anywhere, you can make it anywhere

My first job in advertising was in a town called Brisbane, on the hot end of Australia’s east coast. That’s B-r-i-s-b-a-n-e.

That job, and the ones that seemed to lay out ahead of me until a projected booze-enforced retirement at the age of 46, consisted of doing ads for real estate developers and rip-cut-and-thrust retailers. Most of my headlines - that’s what we copywriters were hired to do - had either puns or exclamation marks. The really good ones had both. I paged longingly through my copies of D&AD, wondering how I could ever do work like that. All the true brand work in Australia was done in either Melbourne or Sydney. And that’s just the way it was going to be, forever. The very very best of the Brisbane work never even got a look in at the national shows. No matter how many entendres and screamers we could wedge in. Sigh.

But now look. The One Show has just awarded its Best Of Show to an idea from Brisbane. The ‘Best Job In The World’. Which, on a budget of a bit over $1 million, has been appearing in international headlines for four months now. And on a client I myself used to work on. I recall the best I ever got through was a quirky crop on a shot of a beach.

Final proof, as if it’s needed, that potential greatness is right in front of you, wherever you are, whatever you’re working on.

Image by aunwin

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