Here is how Lunch Partners Sydney creative partner Darryn Devlin tackled The Gruen Transfer's creative challenge to try to convince the public that the "PB oil spill disaster" is a good thing. The Gruen Transfer is a weekly ad show in Australia aired on the ABC.
Approached By Gruen, we actually found the "brief" an interesting question.
Can you really sell "the unsellable."
In this case, is there any positive for "Petroleum Brilliance" in an absolutely abhorrent situation.
Because of the gravity of the situation, we believed it was not a time for a "sponsored gag".
Rather, if were to approach this, we would do so in a serious way.
We wrote what we believed was the only possible spin for "PB".
We approached the only possible credible person to present the case.
(and no it wasn't Ray Martin or Ian Leslie)
A huge thank you to the marvelous Tim Flannery.
And for Art & Code for making the impossible, possible
The Gruen Brief
THE CLIENT: PB, stands for Petroleum Brilliance, an international fuel company
THE BRIEF: the company has a public relations disaster on its hands. A deep sea well off the coast of America has sprung a leak and oil is flooding the coastline. Everyone, from the President down, is pissed off at them. Billions are being wiped off the company's share value. How does it convince the public that an oil spill is a good thing?
VIEW THE SPOT
