Bega Barbecubes via Clemenger BBDO takes out Could be a Caxton Competition 2010

A topical ad for Bega cheese has won the August/September round of the Could Be a Caxton competition, and has also been declared the competition’s overall winner for 2010.

Written and art directed by Ben Keenan of Clemenger BBDO Melbourne, theseries of double page ads features Bega cheese “Barbecubes” depictingand defiling a different team mascot each week in the lead up to theAustralia Football League grand finals. 

Caxton Committee Chairman, Rob Belgiovane, who selected Bega Barbecubesas the overall 2010 winner, said: “Topical ads have always been a loveof mine…in this case the product is integral to the beautifullysimple execution.”

Topical newspaper ads making great creative use of the newspaper mediumhave proved popular with the Could Be a Caxton judges. Last year’soverall competition winner was a topical ad for hair removal productVeet, while the June/July Could be a Caxton winner this year was atopical ad for IKEA following the ALP’s ousting of Kevin Rudd as PrimeMinister.

The August/September Could Be a Caxton judge, Clemenger BBDO Sydneycopywriter Chris Pearce, said: “Who would have thought that cheese andAFL had something in common, but this campaign makes a cleverconnection. The ads are simple, clean and like any comedy duo, thefunny one plays off the straight one. Defiling a cheesy mascot withtoothpicks gets my vote.”

The Could Be a Caxton competition was established by the CaxtonCommittee and supported by The Newspaper Works to recognise andshowcase great creativity on a bi-monthly basis.

As winner of the 2010 Could be a Caxton competition, Ben Keenanreceives an all-expenses paid trip to the 2010 Caxton seminar andAwards in Noosa on October 22-24. For more information on how to enter the Could Be a Caxton competitionand the Caxtons in general, visit www.thecaxtonawards.com.au