Mock Brief: Creative agencies campaign to save the ibis

By AdNews | 30 January 2018
 
via The Core Agency

This was first published in The Annual issue of AdNews. Subscribe or download here.

We offered agencies a chance to let off some creative steam, free from the chains of a client brief. Tapping into hot topics from 2017; the cult TV show Handmaid's Tale, the growing influence of artificial intelligence and the much maligned bin chicken, we set three briefs for creatives to have fun with. This is the final part of the three-part series, 'Save the ibis'.

Brief: The ibis achieved cult status this year with their own faux-Attenborough style documentary immortalising their city-dwelling habits. But the ibis is a misunderstood creature and it was robbed of the title of Bird of the Year for 2017. Maligned as bin chickens and dumpster divers - it’s time it got a fair go. Create a campaign to rebrand the ibis as a native bird Australia can be proud of.

The Core Agency 'The Wheelie Big Bin'

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Australia loves its ‘big’ things. There’s the Big Banana, the Big Pineapple andthe Big Prawn, to name a few. So, to celebrate our newest symbol of native fauna, our idea is to give the ibis its very own ‘big’ monument – ‘The Wheelie Big Bin.’ Installed in the middle of a roundabout in Canberra, it’ll not only attract ibises away from ordinary bins, it’ll boost tourism to our national capital – it’s a win-win!

Credits: Simone Parravicini, Dave Glen, Christian Finucane, Jon Skinner

The Core Agency 'Coat of Arms'

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Credits: Christian Finucane, Jon Skinner, Paul Connell

The Core Agency 'There’s nothing more Aussie than an ibis'

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Credits: Simone Parravicini, Dave Glen, Christian Finucane, Jon Skinner

Media & Production Partners (MPP) 'Aussie Battlers'

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Australians have always been regarded as the battlers with a culture of get in and give it a go. But over the years, this grit and determination that we were so well known for, has been replaced by reports and articles calling us 'lazy Australians that are slow to adapt and falling behind the times'. While some consider the ibis an inner city 'bin chicken’, we think they are the new symbol of hope, trying to preserve the very Australian culture we’re quickly throwing away. The ibis is the true Australian in us all - evolving and resourceful, migrating and adapting. They’re the real Aussie battlers and they’re doing a damn good job at it too.

Credits: Jimmy Hyett, Matthew Freeman

The Greenhouse 'Roast Ibis'

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Credits: Scott Sparks, Jermaine Rowe, Michael Andrews, Tom McFarlane

Clemenger Sydney 'Don't Trash Our Ibis'

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To many, the ibis is seen as an unwanted pest that has no place in our urban environment. But would people feel differently if they knew that humankind’s relentless urban sprawl was responsible for destroying their natural habitat? We decided to look at the situation from the ibis’s perspective - that of an environmental refugee.

Credits: Chris Pearce, Ollie Beeston, James Beswick, Daniel Mortensen, Ben Coulson

The Monkeys 'Ibis Lover'

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It’s pretty easy to hate on the ibis. But every creature has its redeeming side, so we investigated. We found that the ibis was noble, adaptive and ecological. So much so, it calls into question humankind’s place to judge an ibis when many of us don’t possess such qualities ourselves.

Credits: Scott Nowell, Barb Humphries, Cyndall Mclnerney, Tessa Chong, Pierce Thomson, Amanda Alegre, Shannon Duhig, Brittany Frappell

AnalogFolk 'Ibis in all of us'

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Credits:  Jimmy Zimmerman, Alec Jankowski, Robert Carter

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