Hi

To promote our re-launch and repositioning, we at B&T are running a new ad campaign – you’ll see the links above and below.

The work - created by Euro RSCG - will appear in print and on TV; the clips are also out there on YouTube.

And we’d like to know what you think about it…

So, being as we’ve spent years picking and panning other people’s ads, we’ve taken this opportunity to throw our work open to public critique for a change.

If you like the ads simply click the ‘pick’ icon below and explain why in roughly 50 words. But if they just don’t do it for you, click ‘pan’ and tell us.

We’ll post your responses here and then choose the best ‘pick’ and ‘pan’ from the lot. The winners get a year’s free subscription and the chance to be our guest ‘pick and pan’ writer.

Thanks for taking a look.

The B&T Team.
Great use of print.

It took me to the website! Mission accomplished.

Joseph Talcott

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You printed one line 14 times on 14 pages. Gutsy.
Using print as a pointer to online rather than a destination. Nice.
I like it.

Tim Johnson
MCN Online Sales Manager

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Great use of teasing and drawing the audience in. I now want to know more. I am looking forward to the new B&T and what is has to offer. Excellent work.

Heath Jackson
Marketing Manager
Web Alive

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Simple but clever. Love the print executions.

The water cooler Video is good the other two are not as engaging I think.

But all in all I like it.

Matt Cowell
Account Manager
Emitch Brisbane

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We ‘pick’ it in anticipation of the product/first issue living up to the high expectations the campaign has set.

Victoria Morgan
Production Manager
Voiceoversothenet

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Certainly caught my attention… look forward to seeing what you guys have to offer!

Clare Greig (nee Beresford)
Associate Publisher
Marketing Magazine

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Made us look. So that's what they mean by the "good" use of white space.

Jason Carter
Founder & Publisher
TheNews.com.au

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We all know it, do it and loathe it.

With word of mouth the hot new topic, what we say in these STAs (small talk arenas) is becoming more important.

We don’t do small talk anymore, but we are WOM ambassadors. Breakfast cereals will soon highjack office ‘Good morning’.

The Bonus ball:
(PS- I think the office kitchen is a worse place for small talk. I would have had the toaster smoking away, bodies on the ground and the distant wail of the fire engine. It would almost be like the start of CSI)

Cheers

Paul Smith
Marketing Product Officer
Statewide

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It intrigued me, made me want to know more and I look forward to the new B&T – well blow me down, the advertising worked! Justine Grahame @ Lifeblood

Justine Graham
Senior Account Director
Lifeblood
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Got me to respond using your call to action.

But what next?

Angus Beattie
Mobile Advertising Manager
3

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Like the ‘darkness’.

Like the clear thinking.

Like how it connects with ad types.

Like B&T.

Roger Keynes
Senior writer
Them

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Took the magazine to read on the train only to find it absent of content.

Great way to get my attention and build awareness of the site.

Watched the videos. Clicked Pick. Posted my response.

Engaged and enthused.

Andrew Usher
Strategic Development Manager
Billy Blue Creative

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Think the watercooler execution works in terms of strong association with small talk but as the watercooler is in the kitchen where I work, that works for me too!

I was intrigued to see this week’s edition of B&T, it prompted me to visit the site so it worked.

Although, I think there is a place for small talk and gossip in this industry – a bit of light relief in a frantic world….

Caroline Patrick
Group Marketing Manager
Lifeplan Funds Management

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Engaging, thought provoking….despite being somewhat disturbing! ;)

Print executions look great and certainly give a level of prestige and intrigue one wouldn’t have immediately associated with a trade mag – Nice point of difference in this space! The videos don’t do it for me as much though I must say, but an intriguing campaign that I’m sure is going to provoke discussion within the industry.

Nice work guys – Looking forward to checking out the new B&T!

Sarah @ CBS Interactive

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Well, you have to say it was attention getting! I think it is a bit dark and melodramatic, but it definitely bought me to the site and then to the videos, so clearly it is doing something right!

I look forward to the new B&T!

Tanya Henshaw,
Senior Communications Officer,
Marketing and National Positioning Centre
Canberra Institute of Technology.

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Very nice. Great production. Love the way the background sounds amplify the absence of small talk. Will B&T really kill small talk? Who cares. The campaign tells a story and really does do the right job positioning the brand.

David Turney

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The idea of small-talk at the water-cooler is a more widely recognized phenomenon (and therefore more comical).

The other situations (small-talk in a lift or at the photocopier) might be too ambiguous. So I ‘pick’ the water-cooler execution.

Doesn’t mean I necessarily “pan” the other two… Just prefer the symbolism of the first.

Robynne Cagney,
Prodocom

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It caught my attention!

- Tanya Carter @ Austin

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Very visually striking and clearly intended to generate anything but small talk. Thinking you could've taken it one step further outside the office environment and into a industry environment, maybe something at a conference or networking night... clearly where small talk goes to die. Considering it's place in the industry, B&T needs to lead the way in advertising creative that generates viral buzz and I think this campaign will do it.

- Marissa Tree
Senior Account Manager & Team Leader
Red Agency

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Got me to this site – so pick!

- Jason Westerman
Managing Director
Gorilla Communications
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Focusing on small talk (of the death of it) in the creative and then allowing the content to live within a channel synonymous with conversation is nice. The use of social media (encouraging people to talk about your work) as one of the central focuses is amazingly forward thinking, particularly for a trade mag and for that, B&T, I’d like to applaud you. Very self-effacing, consumer centric strategy!

BTW – can more than identify with the lift articulation. Might actually try playing dead next time, be worth it just to avoid that cringe worthy situation.

Neill S

@ Tough Cookie

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Unbelievable work

Those guys at Euro really deserve a Cannes for this.

I think this is the beginning of an exciting new era for B&T.

And our industry.

And the global finance game.

Have a fantastic weekend all (and thanks for giving us a chance to work with you..!)

Mark Ryan, COO

Euro RSCG Australia

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A nice, campaignable idea – well done Euro. It’s obviously not big budget, but the idea shines through. And there’s a lot of room to take on the small talk aspect into other media.

It is also good to see that the print executions aren’t simply static versions of the TVCs, but take things in a slightly different direction.

The big challenge for B&T now is to make sure that their redesign is as good as these ads. Can’t wait to see it.

Dave the Designer

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Fair play for having a go B&T. I like the print execution ‘kitchen’ best. Nice attention to detail with the spilled water on the floor and colour matching of shoes. A well shot image, with slick art direction. Speaking from personal experience, I’ve died a thousand deaths engaging in small talk in such settings, so it’s kinda funny to see it expressed in a print ad this way.

Angus
 
Nice use of integration across channels and engagement with the reader. It got me to the website but it didn’t leave me with the feeling “I want more”. In fact, with the number of dead bodies it made me less likely to want to see the next instalment.

Lynn Williams, CRM Director, Wunderman

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Happily took the ride from start to finish, so well integrated and executed.

Though it all feels a little too niche, don’t see it attracting new B&T readers (if indeed that was one of the aims) or reinforcing the value for current advocates.

Really like the Elevator TV and Print, so I am somewhere between Pan and Pick, maybe a Panick.

Ben Pole
Director - Communications
Gold Coast Tourism Corporation

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There is a plethora of ways to promote the demise of ‘something’.

Sorry guys, dead bodies do not do it for me.

Your concept does have shock value, I am not sure it will have legs in the market (demographics) you are aiming the campaign at.

Karyn Reimann
Sales and Marketing Coordinator
APN

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Execution is neat, simple and straight to the point. I particularly like the water cooler spot and I think I'd feel the urge to go to the website.

But the concept falls short. I didn't realise B&T was a gossip magazine and once I got to the website I'd be disappointed.

Zac Martin
www.pigsdontfly.com

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I don't think corpses as a theme in our current economic climate will fly.

David.
Imag Publications.
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For me it only works because you’re asking people if it does.

The comms strategy is nice and inclusive.

But take away everyone’s attempt to explain it on the webpage and I’m not sure if what’s left is really all that interesting.

So it’s a pan ... -ish.

Todd Alchin
head of realconnections
Bellamyhayden
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It’s a pan for this stage!

Ben Taylor @ Naked

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A little bit dark, and it took me a while to work out what had happened.

They’ve clearly been created as virals – but I’m not sure whether the content is compelling enough to make people send it on. Mind you, there’s already been some conversation around my desk, so perhaps it will catch people’s imaginations.

Also, everyone dresses a bit too well for it to be a real ad agency.

I like the print versions though.

Joe

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Not sure about the guy carrying the water-cooler bottle in that little TVC spot you know – he doesn’t look like he’s ever handled one before! Also, it’s a big brand promise you guys are making about your magazine by stating that your new mag will put an end to office small talk – I’ll believe it when (and if) I see it.

Claire
Credits for creative work: Agency: Euro RSCG. Executive Creative Director: Rowan Dean Art Director: Patrycja Lukjanow Copywriter: Jackie Lee Producer: Tania Templeton Director: Mike Daly Production Company: Jungle Boys Photographer: Penny Clay of Katapolt.