Monkeys launch Classic Rock outdoor campaign
DMG Radio Australia is celebrating the power of Classic Rock music with a campaign for Classic Rock 95.3FM (Sydney) and Classic Rock 91.5FM (Melbourne), created by Three Drunk Monkeys, Sydney.
The campaign, “Classic Rocks Lives On”, positions the stations as the spiritual home of the Classic Rock movement in Australia and the only stations that give people a richer and deeper classic rock experience. It kicks off with outdoor executions on Monday 19 July.
As the official launch of the Classic Rock brand, the campaign featurestwo components. The first series of ads show the names of much-lovedClassic Rock artists and the year they were born, but not the year theydied: the message being that “Classic Rock Lives On” at 95.3FM/91.5FM.
The second set of executions celebrates the feeling and emotioninspired by Classic Rock with a series of life portraits of peoplerocking out, shot using interesting camera techniques.
Says Noah Regan, Three Drunk Monkeys creative director: “Classic Rockstands for timeless, passionate music and we’ve reflected this in thework.”
This campaign follows the launch of Classic Rock in March. Three DrunkMonkeys also created the Classic Rock logo and brand identity for thelaunch of Classic Rock 95.3FM (Sydney) and 91.5FM (Melbourne), as wellas the station’s business cards and letterhead, and merchandiseincluding t-shirts and badges.
The Monkeys’ brief was to nail a brand strategy and a logo that wouldstand the test of time and have a contemporary feel. The new logoincorporates an object common to classic rock – the plug and cable.
Agency: Three Drunk Monkeys, Sydney
Exec. Creative Directors: Justin Drape, Scott Nowell
Creative Director: Noah Regan
Lead Creatives: Matt Heck, Damian Fitzgerald and Kelly Boulton
Executive Planning Director: Fabio Buresti
Group Content Director: Dan Beaumont
Content Director: Emily Thompson
Content Executive: Naomi Iland
Agency Print Producer: Tom Harrison
Print Production: Lucy McIntosh, Terry Chisholm
Media Agency: MediaCom
27 Comments
This is simple and brilliant.
Love it.
Simple. I really like it.
Awesome.
Really nice work. Simple message. The station is good too.
Yep, very cool.
Great
Group content director. Nice title Mr Beaumont.
Works for me
Great art direction too. Well done guys
Dan Beaumont is soooo hot right now.
Tip-top.
Hats off.
Dan Beaumont is the hottest man in Australian advertising…..what are you wearing right now Dan
Very rock and roll…
Dan Beaumont has the biggest chin in Australian Advertising. I once confused him with Roger Ramjet… he was wearing a flight suit and came to work in an Fighter Jet.
What does a Content Director do?
Nice and simple. Love it.
This is what print’s about. Brutal simplicity.
long winded, complicated, bloated and confusing; the credits i mean…
the ads themselves are sweet.
Am also mystified by this whole ‘content’ thing.
Doesn’t that mean that Lead Creative should be changed to ‘Lead Content Creator’, and Creative Director should be ‘Director of Content Creation’…etc?
Ads remain great but I would venture, getting a bit pretentious behind the scenes.
Love them.
While I’m at it, what’s with ‘Lead Creatives’?
Seems to imply that there are other creatives not included in the credits.
Surely the CD and ECD are the lead creatives.
I like it, although the Hutchence one may feel a little insensitive to some people around Sydney.
I saw these while i was driving past on the weekend (before I saw them here) and really liked them then. I was listening to the radio too, and it was enough to make me change to Classic Rock (wasn’t it called Vega recently?). Shame I got Midnight Oil instead of Hendrix though, but still, great ads.
BonScottForeverForeverBonScott.
Awesome work.
A lot of people go on about how negative this blog can be as very few campaign escape without criticism.But this campaign proves that if the work is good enough, and original enough, it will receive universal praise.
Well done.
C’mon guys… put up you hand if you work for the monkeys. There’s way too much praise here and the ads aren’t that good.