Creativity 50 2010: David Nobay

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Most agencies don't pick Australia for their first overseas office, but Droga5 isn't like most agencies. David "Nobby" Nobay officially started the Sydney shop in early 2008 and almost immediately picked up one of Australia's biggest beer brands, Foster's VB, after calling the marketing director to tell him the agency was about to open. "Given how central the VB business was to our launch, I'd have to say The VB Regulars campaign was the most important piece of creative last year, for their own business and certainly for ours," said Mr. Nobay. "It was certainly the hardest creative brief too: 'The brand for everyone.' Ultimately, we pulled it off, with 2,000 extras."

In the spot, thousands of men parade through town under descriptive banners such as "Men Who Don't Eat Quiche" and "Men Who Should've Read the Instructions" to end up at the VB pub. Droga5 redefined beer advertising by giving away 450 easily-assembled pop-up pubs for VB fans, and partnering with a snack-food company to develop VB the Drinking Chip, spicy potato chips meant to complement a chilled VB and entice drinkers to order more beer.

On Droga5's work for Virgin's V Australia airline: "We used Twitter as the central idea, as opposed to just a trendy add-on media idea," Mr. Nobay said. The 4320.LA campaign was inspired by Australians' penchant for shorter breaks. A winning three-person team in a radio quiz got a free three-day trip to Los Angeles via V Australia on the condition that they post one tweet per minute—or 4,320 tweets. "The results were so strong, the client immediately commissioned 4230.SYD," he said.

See the rest of the 2010 Creativity 50 here.

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