'New Beer Economy' hits the right tone

An ad by Saatchi & Saatchi Sydney for Tooheys New Beer Economy has been announced as the February/March winner of the Could Be a Caxton competition.

Established by the Caxton Committee and supported by The Newspaper Works, the competition  recognises and showcases great creativity on a bi-monthly basis.

Shaun Branagan, creative director of AdPartners Sydney and the judge of the February/March competition, said: "This is not a great print ad. It is, however, a great idea. The execution is not great."

"However the idea’s insightful, relevant, and funny. The type is not great; personally I detest the use of the ellipsis. However, did I mention it’s a great idea? Note to self: be more economical with use of words."

The April/May Could Be a Caxton competition is now open for entries. It’s free to enter and anyone can submit nominations.

The copywriter and art director responsible for the newspaper campaign judged best of the year’s Could Be a Caxton bi-monthly winning ads, will score an all expenses-paid trip to the 2010 Caxton Awards.

Creative credits:
Agency: Saatchi & Saatchi Sydney
Client: Lion Nathan
Creative Director: Dave Bowman
Art Director: Pete Galmes (Southpaw)
Writer: John McKelvey, James-Ross Edwards (Southpaw)