BMF’s Pia Chaudhuri questions Australia’s appetite for originality on Nine’s Roll the Dice on Creativity
Roll the Dice on Creativity is an exclusive series from Powered by Nine, Mumbrella and the AANA. This week, BMF Australia executive creative director Pia Chaudhuri gets honest about Australia’s appetite for originality.
On the latest episode of Nine’s Roll the Dice on Creativity, Pia Chaudhuri, executive creative director at BMF Australia, reveals some of her favourite original advertising campaigns of all time, and shares what it takes to create an original piece of creative in today’s oversaturated landscape.
For Pia, rapidly shifting consumption habits have left advertisers scrambling for new ways to resonate with people, and she believes Australian ads don’t always meet the mark. In order to shake things up, it’s critical that advertisers learn to think outside the box and meet people wherever they are, from TV to TikTok.
Originality isn’t necessarily about creating something completely unheard of. Instead, some of the most successful original work is about taking something that feels emotionally familiar and giving it a fresh, unique twist.
Pia names Ladbible’s Trash Isles campaign as one of her favourite original campaigns of all time. The major social responsibility campaign lobbied the United Nations to acknowledge the plastic in our oceans as a country, with over 100k people signing a change.org petition to “become a citizen” of an area of accumulative plastic trash the size of France in the Pacific Ocean.
“I could just imagine the moment that someone happened across that information. When someone finds something like that, a tiny nugget creates this snowball effect,” said Pia. “They literally turned it into a country, they gave it a flag, they gave it a government, they gave it a currency, they created honorary citizens, and then they took it to the UN. Brilliant.”
Roll the Dice on Creativity celebrates the return of Australia’s richest creativity award, State of Originality. The award is Nine’s call to brand owners and their agencies a chance to take home $1m in free advertising by producing the winning ad in the 2022 State of Origin, Australia’s own Superbowl.
In each episode, a special guest rolls the dice on a series of topics, ranging from strategy to originality, simplicity, emotion, branding and execution. Michele O’Neill is on the hunt to discover whether one of these elements stands out above the rest, or if all six are required in equal measure to achieve creative success.
As we head into the new year, Roll The Dice on Creativity’s trailblazing episodes are set to continue with episodes featuring NAB executive general manager marketing and CX (CMO) Suzana Ristevski, and Special Group executive creative directors Tom Martin and Julian Schreiber.
To find out more about State of Originality, head to stateoforiginality.com.au.
