Ad concept for New Zealand Tourism which was proposed to run the morning of the volcanic ash story on the SMH story.

[UPDATE] This is an idea was created by Anna Rose Kerr on 18/03/2010 and was not created or implemented by Calvin Klein [/UPDATE]

Chatroulette has thousands of individuals wanting to look sexy which is perfect for fashion and even better for lingerie. This is how I would use it to advertise Calvin Klein’s latest range:

Have a program scrawling Chatroulette for naked people (not hard to find) and play their webcam back to them with their boobs, vag or penis covered in CK lingerie and underwear. Perhaps even tempting clothed rouletters to strip off and try on some of CK’s new range.

Users get to “try on” CK underwear without leaving home and discover that sexy often leaves something up to the imagination.

A compilation of reactions would be posted as a viral video; including at least one fat naked man who’s manboobs have mistakenly been covered in a sexy bra by the programs breast recognition. The vid would provide many LOLs for everyone.

As part of a long term strategy I would also create an online program which allows viewers to try on different lingerie in front of their webcam (with the safety knowing it’s not being watched or recorded). You could show off lingerie before you buy it to your partner without the awkwardness of sneaking them into a changing room.

A website which tests your knowledge of handbags. Users are presented with a number of handbags which they must determine the authenticity of.

At the end users are given a percentage score of how many they got right and a subtle tip is given “you won’t find Marc Jacobs at a fleamarket”. Implying if you don’t want others to confuse your handbag as a fake, make sure you get a brand which isn’t ripped off. Shop Marc Jacobs.

Publish your results so your friends and fans can try to beat your score.

Online banners for fashion websites.

Stories are circulated about celebrities spotted with fake bags, a warning that if you’re going to buy designer make sure it looks genuine.

Circa 2006 I was involved in putting on an art exhibition. The date coincided with the Grey Lynn Festival, an  annual fair celebrating the suburb where the exhibition would be held. I suggested we promote our event by handing out bottled water with custom labels to the festival goers. They would be grateful on a sunny November day for the free refreshment and would carry our advertisement throughout the day. When 7pm arrived they would have the address of the event still with them, and hopefully attend.

The idea was well received by the business student organising the event. He called up Waiwera Water and they quoted 60c a bottle for custom labeling, but they had just released a new Sarah Ulmer water and they were selling that at a discounted rate of 35c a bottle.

The business student purchased hundreds of Sarah Ulmar water bottles and we handed them out at Grey Lynn Festival with printed fliers about the exhibition. People threw out the fliers without even reading them. When 7pm came the festival goers had water bottles promoting a New Zealand cyclist and we had no one at the event.

This wasted idea is how I feel about the whole of advertising at the moment. Creative Directors aren’t looking for young people to teach, they are looking for someone to do flash or layouts or write pages of bs for client websites while still being paid a “creative” salary.

How do I get a job where ideas actually matter?

Ads for Earth Hour

Adshells with thick black plastic covering all by the “window” in the ad. At night when the bus stop lights go on the light shines through this window revealing people in embarrassing situations.

Tagline: DON’T GET CAUGHT WITH THE LIGHTS ON. 8.30pm March 2010

Also go to this website and share your stories of neighbours who leave the light on >

This is my idea to use Wave to make my life easier. A Wave bot which detects food names from your conversation and adds them to a gadget which suggests recipes. If a supermarket chain built this they could deliver the missing ingredients to your house!

Read more about it on the Google Developers Blog >

SMP: The new Mini Cooper Cabrio is a fun car for young professional males. [Editors note: Really? I thought Mini Cooper was a girl's brand.]

Solution: Go Karts are fun because they are so small.

Upgrade the classic game Mario Kart so the Cabrio is the “karts” players drive. Release Mario Kart Mini Cooper Edition online with a website, Facebook game and iPhone app.

Users can play against their Facebook friends or those in the same state as them aiming to get a highscore. The three top players in each state is lent a Cabrio to drive to Sydney in for the grand finale: a real race held in Centennial Park where the winner takes home their new Mini Cooper car.

NB: This brief ran in Creative as a competition for Mini Cooper print ads. This solution was not entered (as it is not print) and therefore has no association to Mario Kart, Nintendo or Mini Cooper. Although those companies are more than welcome to use it if my name goes on the award.

Four banner ads for a sportsclub in Canada (originally 160×600).
Owner decided not to run the ads because of an inaccuracy in one of them. Apparently the whales there eat fish not plankton.

Tagline: Enjoy the luxury of home while in Hawaii

The font expresses both the Island beauty and American culture associated with Hawaii. The burgundy colour matches the elegant finishings on the home, but when the logo is placed on white it looks like it’s been sprinkled in sand

Banner originally 728×90 with a CTR of 0.15

SMP: Jockey underwear is sexy for men and women