September 9 2025, 10:07 am | BY Adam Shaw | No Comments
Campaign Brief WA has invited two creative thinkers from AWARD School’s 2025 graduating class to spotlight recent standout work from both Western Australia and the international industry. The Creative Circle contributors are Kiara McIlroy (above left) and Pam Tanchez-Hewton (right).
Kiara McIlroy
WA: Let’s talk billboards – effective ones at that. Bonfire has graced the Thomas Street billboard with brilliant copy for more than 100 ads over the last decade. Now it’s time to say goodbye to the iconic site as they roll out new digital OOH across Perth, directly targeting a range of local businesses. The copy nails the tone, and there’s something so satisfying about the personalisation of each placement.
Whilst the team taking over the Thomas Street site have some big panels to fill, they’ve made a strong start with their first placement including a nod to the change in scenery.
International: “When ideating, begin with a simple billboard or print ad,” was the advice I received throughout my recent AWARD School journey. The goal: strip an idea back to one medium in its purest form. Ideally, it makes people pause and think, “hmm, that’s clever.” That’s exactly what I thought when I came across Ogilvy’s “Fractional Window Shopping” campaign during my recent travels through Canada, which ingeniously promotes TD’s partial share investing through a series of OOH installations across Canada.
A bold, minimal, interactive metaphor, and a reminder that simple ideas are often the most powerful.
Pam Tanchez-Hewton
WA: Trilogy Advertising & Marketing in partnership with Brookfield Properties.
Bright Place is a brilliant idea showcasing how a collaborative spirit can positively impact our community. A simple, feel-good way to get involved and support people in need, with an added dash of brightness to the otherwise dull surroundings. The approachable set up creates space for low-effort interaction without the usual pressure I feel when asked to donate to a worthy cause.
I love, love, love the way this activation combines creativity and purpose in a way that’s mutually beneficial for participants and recipients, while providing an opportunity for real connection. Plus, it encourages repeat visits by benefiting different causes. Genuinely inspiring work!
International: Campaign created by a Publicis Groupe UK cross agency team of Saatchi & Saatchi, Boomerang, Digitas, and LeSHOP.
This ad does a great job of addressing the fear and trepidation parents feel when giving their child their first smartphone. It almost feels like handing them the keys to their first car. You hope that you’ve instilled enough common sense and confidence that they’ll be able to navigate potential challenges and make safe choices. But, as we know, smartphones also expose them to external risks that can drastically affect their experience.
The relatable visuals capture how easily minor issues can escalate without safeguards like the EE Safer SIM, as well as the relief of having a teen-friendly alternative. It highlights those subtle differences between an innocent selfie and one with less wholesome intentions. The smiling faces towards the end provide a much-needed light at the end of the teen angst tunnel, while the lyrics and nostalgic element of Olive’s You’re Not Alone add the perfect finishing touch.