In town for the Araw Awards judging, Darren McColl, the project leader and strategic planner for the 2009 sleeper hit “Best Job in the World” campaign, took the time out to address an SRO crowd of creatives. Held at the Leo Burnett office, Creative Guild’s Raw School featured the SapientNitro’s National Planning Director McColl’s planning class.
With over 20 years in advertising, McColl has gone through all types of agencies, working on a vast array of clients and brands that include Virgin, McDonald’s, Nestlé, Merrill Lynch, Mrs. Field’s Cookies, and of course Tourism Queensland.
Despite the large volume of material already out on the massive success of the “Best Job in the World” campaign that ran away with metals at all the awards shows of 2009, McColl’s class still unveiled a number of simple truths worth so much to the inspired audience.
“We are all voyeurs. We all want to know what other people are at,” he said, as a means of explaining the work’s attributes. Another factor, “We love to compete.” Two sweet facts that could go a long way when put to good use.
Cocky in a deadpan manner, McColl’s inside stuff and behind-the-scenes info made for an entertaining lecture, as well. After a showing a number of videos sent by applicants from temperate zones, McColl deadpans, “Girls in bikinis in the snow… I think we just started a trend here.”
Recounting what he calls “an experiment on Facebook,” where he resolved not to invite anyone, but instead wait to be invited, McColl reveals he still had only ten friends. “That includes (family members). And I started over two years ago.”
McColl only proved that brands are friends. Friendships are developed through two-way communication and interaction—the same way brands can grow and develop a following. "And just like you hate it when friends lie to you, brands should not lie to the customer." he adds.
By landing the winner campaign the “Best Job in the World”, McColl’s job may just be better-looking than the best.
