A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Tuesday, August 01, 2006


Entry for YoungGuns 2006 has kicked off with another controversial Call For Entry campaign - “Worth the Pain”.
Conceived by Saatchi & Saatchi Auckland with the insight that if there's one thing young creatives know about producing great work, it's that they often have to go through hell to get there. Long hours, low pay, poor diet and high stress all combine, threatening to waste them away to mere wrecks. That's where this year's YoungGuns call for entries comes in (www.worththepain.com). It comes in the form of a healthy reassurance to the world's under thirty creative community that all this self-inflicted mental and physical trauma they're putting themselves through to enter YoungGuns is really “worth the pain.”
The end result being a truly integrated campaign that is already working its way into creative directors' offices and their departments across the globe.
To kick things off they created the Dr. Junge Pistole Wellness Clinic (loosely translating into 'YoungGuns' in German) in Cannes where nurses administered saline drips and vodka retoxes to weary and damaged young creatives. A series of creams and ointments to ease the patients' symptoms were also placed in dispensers in bathrooms across the city.
A variety of self-treatment posters were created highlighting the potentially lethal threat of ulcers, psoriasis and hemorrhoids (all inevitably brought on by the day to day stresses of the agency environment). These were then sent out to departments around the world. The agency also created a series of print ads that enabled young creatives to test their blood, phlegm, urine and stools.
There is also an online medical facility that reviews creatives' health and diagnoses them. On the site, a virtual nurse appears, prescribing creatives with a downloadable self-treatment film (directed by Saatchi NZ's Matty Burton and Dave Bowman).
If your stomach's up to it, have your physical and mental state assessed too at www.worththepain.com
Toby Talbot, CD of Saatchi & Saatchi Auckland had this to say:
“Creative Award shows have become increasingly competitive, and although YoungGuns is unique with its focus on young and emerging talent, our job in creating their call for entries campaign was to position YoungGuns as the edgiest creative awards show in the world. Why? Simply, the freshest, most innovative thinking comes from young creatives around the world, and this is clearly reflected by the young team who created the 'Worth the Pain' campaign”.
YoungGuns is known globally for their controversial call for entry campaigns, having had award-winning campaigns in previous years created and developed by Crispin Porter + Bogusky Miami, Leo Burnett Chicago and Mother London. Saatchi & Saatchi Auckland has clearly continued this tradition.
The YoungGuns call for entry can be viewed at:

For more information about entering YoungGuns, to view the complete line-up of judges, or to download the creative brief visit www.ygaward.com
Entries for YoungGuns 2006 close on Friday September 29th, 2006.


Creative Director:
Mike O'Sullivan

Campaign Originators: Dave Bowman, Matty Burton, Toby Talbot, Steve Back.

Art director: Matty Burton, Dave Bowman, Steve Back, Matt Swinburne.
Copy writers: Dave Bowman, Matty Burton, Toby Talbot, Helen Steemson.

Ambient Posters:
Art Directors: Matty Burton, Dave Bowman, Steve Back, Jay Ng.
Copy writers: Dave Bowman, Matty Burton, Toby Talbot, Ben Pegler.

Art Directors: Matty Burton, Dave Bowman, Steve Back
Copywriters: Dave Bowman, Matty Burton, Toby Talbot

DM (bottles):
Art Directors: Matty Burton, Dave Bowman, Steve Back
Copywriters: Dave Bowman, Matty Burton, Toby Talbot

DM (brochure):
Art Directors: Matty Burton, Dave Bowman, Steve Back, Rosita Rawnsley-Mason, Matt Swinburne.
Copywriters: Dave Bowman, Matty Burton, Toby Talbot, Stacey Lee, Helen Steemson.

Interactive CD: Tom Eslinger
Art Directors: Matty Burton, Dave Bowman, Steve Back, Brian Merrifield, Chris Jones, Farah Iqbal
Copywriters: Dave Bowman, Matty Burton, Toby Talbot, Andy Dilallo, Jay Benjamin, Tom Hazledine, Cameron Harris, James Mcleod

Viral Films:
Directors: Matty Burton, Dave Bowman.
Producer: Donah Bowers

Dennis Monk

Daniel Liao
Musonda Katongo


Anonymous Anonymous said...

love it. nice work.

3:13 PM NZST

Anonymous Anonymous said...

Likewise, really original and insightful thinking backed up with excellent craft and attention to detail.
Could this be the first award show campaign to get a gong at an award show?
Could the Young Guns work get a bullet?

4:38 PM NZST

Anonymous Anonymous said...

Cocks and arseholes. What is the world coming to?

5:31 PM NZST

Anonymous Anonymous said...

It's fucking shite and you know it.

Shame on someone for approving this derivative collage.

12:06 AM NZST

Anonymous Anonymous said...

Nice work. But the only place i've seen it is on the blog. Did anything actually get made? (In an analogue fashion). Or is it just on line.

Was that the point?

I'm not knocking it, I love the art direction.

And hey, long copy.

4:25 AM NZST

Anonymous Anonymous said...

Credits should read as follows: YANKERS!!!

9:12 AM NZST

Anonymous Anonymous said...

Isn't an ambient poster just a...well...poster?

10:13 AM NZST

Anonymous Anonymous said...

Nice to see other people finally getting credited at Saatchi.

11:09 AM NZST

Anonymous Anonymous said...


I'm a vagabond. I usually sleep at the bus stops. I see a lot of things around. I also go through a lot of magazines and newspapers because I need them to keep me warm.

I looked up the meaning of ambient, as you all must understand that my vocabulary sucks, I digress (another word from dictionary.com) how come I haven't seen any of this ambient stuff from this young guns company around auckland. Please do let me know. I travel extensively (this was on thesauras.com) around auckland, on foot and sometimes thanks to kind bus drivers in buses. So I can safely say that I've been from east to west and north to well central since the south is full of dogy people like me.

Where is this ambient idea from young guns company? Or is it a scam (word I learn from dictionary.advertising.com)


Queen Street bus stop.
PS. I see that someone from this agency cmpany shares my name. What a bloody common name it is.

1:09 PM NZST

Anonymous Anonymous said...

Also forgive my ignorance, what is the difference between ambient poster and poster.

Or is this award scam strategy (thesauras.com again.)

Steve. Again.

1:11 PM NZST

Anonymous Anonymous said...

fuck off Pegler

2:09 PM NZST

Anonymous Anonymous said...

stop jacking off and suck my nuts Karl

8:49 PM NZST

Anonymous Anonymous said...

lynch is gay man. arent you mate. you kissed me and I didnt like it. I feel sorry for the men that do.

8:51 PM NZST

Anonymous Anonymous said...

1:09 PM is about as funny as the time I woke up in a mexican hotel with a kidney missing and 'YOU HAVE AIDS' written on the bathroom mirror in red lipstick.

8:19 AM NZST

Anonymous Anonymous said...

Where's the funny bit?

12:25 PM NZST

Anonymous Anonymous said...


2:40 PM NZST

Anonymous Anonymous said...

I'm too busy to contribute thanks. mike.

12:08 PM NZST

Anonymous Anonymous said...

Anyone who doesn't find these funny, original and infinitely applicable to Young Guns or being a junior creative needs the gloved fist removed from their arse.

Nice work from young Saatchi creatives here, good to see them running in Admedia as well.

4:55 PM NZST


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