Crouching Ron, Hidden Shower

Josh gives us a rare insight into Cooch Creative’s Creative Director, Ron Samuel…

“Within a creative communications company you must have a leader. If you don’t all hell would break loose. This leader provides astute insights and creative guidance ensuring you stay on track.

Here at Cooch Creative our leader is Ron Samuel. He is wise beyond his years and while literally we all look down on him, we couldn’t think of him more highly.

During our recent trip to Thailand for Adfest Ron ran into a few troubles. Here they are in chronological order:

  • Booked the hotel for three nights instead of five.
  • Lost the key to his suitcase, requiring a hotel staff member to smash it open.
  • Lost his phone. He’ll tell you someone stole it from his room.
  • And the icing on the cake… bathed in a very awkward manner when he couldn’t find the shower in the hotel room.

There is a video reenacting the bathing incident below.

Ron is the Creative Director and Head of Strategy at Cooch Creative. If you would like this brilliant mind working on your business you can contact us on +61 (08) 9383 7350 or info@cooch.com.au”

Posted in Adfest 2011, Josh | Leave a comment

Smashing Idea

Some of the best ideas we saw at Adfest weren’t ads. Josh takes a look at one of his favourites…

“If you give someone a brief for an ad, they’ll more than likely give you an ad. If you give someone a problem you never know what they might come up with. A great example of this is a piece for Japanese guitar manufacturer K’s Japan.

Given the rise in interest in other forms of music, interest in rock was in steady decline. Not good for a guitar manufacturer. The solution to this problem wasn’t an ad campaign but a product. A product that could be smashed.

The SMASH guitar was an electric guitar that played as a normal guitar and when the player had had enough they could smash away.

It just goes to show how creative and intuitive people can be when they are provided with a problem rather than a brief for an ad.

Take a look at the below YouTube video to see how the guitar gets smashed and find out more about the campaign and its results.”

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Baan Rim Pa Made Spin Go AGGGGHHHH.

Spencer had a bit of trouble with his choppers in Thailand. Here’s his take on how it went down…

“Baan Rim Pa is a fantastic restaurant positioned at the top of a hill on the cliff edge north of Patong Beach . The views at sunset aahhhh amazing. The Thai food was aaaahhh awesome. The garnish was also crafted to perfection for example a carrot piece carved like an abstract mini sculpture and it made me go aaaaaarghhhh!!! I was so impressed with the carrot I decided bite into it … the result was aaaaarree fracture to one of my molars, let’s say the pain was greater than the bill at the end of the night.

So what do you do when you’re in Thailand with a tooth problem… PANIC… that was my immediate reaction. I was having visions of a dirty work shop that had motor bike parts everywhere, grease on everything and a mechanic standing in the corner holding a dentist drill and the noise of the drill was revving like a Harley… Man, I was breaking out in a sweat.

Meanwhile, on the other side of the table, Ron was excited with the challenge of finding AAAAAAahhhh dentist. As it works out there isn’t an after hour emergency dental care… yes the mechanic doesn’t work at night. WELL major dilemma sleeping with a fractured tooth. That led us straight to the bar and out came the Blue Label Whiskey and I asked for a triple shot. Surprising, I slept well.

We found out that the dentist at the International Hospital opened at 9am so off we went Ron and I. We arrived at the hospital 8.55 and my imagined mechanic was nowhere to be seen… thank God. This hospital was fantastic, it made Royal Perth hospital look third world. We entered the dental section and it was designed like a cosmetic boutique, cool curved purple lounges a mini internet café, futuristic tv and sound system. This place rocks… I really thought we were in the wrong section it was a set out of Hollywood Make Overs.

We were in the right section the dentist was world class and service was 5 star. My tooth was fixed in 1 hour, fracture extracted, mended tooth and the costed AHHHH $93 dollars including all medications. So in a nutshell, I recommend biting on a carrot, there is no problem here. And if you thinking of getting dental work look into The Phuket International Hospital and get them to do it.

Ahhhh, happy ending.”

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The Cost of Being a Good Samaritin

A Thailand tale from Mick…

“A funny thing happened on the way to breakfast.

I was coming back from the beach and saw a man in the back of a tuk-tuk asking for a ride to Phuket airport. His face was bleeding and swollen. The driver wouldn’t take him so he had to get off.

I asked him what had happened and he said he’d been beaten up by a room mate. Even though he was from England and I was at risk of having him sledge me about the Ashes, I told him to come with me and I’d try and get him a cab from our hotel.

Not surprisingly (this is Thailand remember) I was told the hotel couldn’t call a cab for me. We’d find out later that afternoon they couldn’t call a restaurant for us either. Instead, I was sent back to the street. I told my new pommy mate to stay at our hotel and I’d get him a cab. Twenty minutes later, I was back – without a cab. So I told my mate I’d go to another hotel for him.

I finally found a taxi pimp and they said they could get one in 30 minutes, so I excitedly ran back to tell my mate. The only problem was, he was nowhere to be seen.

Feeling somewhat deflated, I ate breakfast and when I was done headed back out the front to see if my mate had returned. He hadn’t, but the cab was there and waiting.

I sheepishly told the driver I couldn’t find the passenger. Unfortunatley, the cabbie didn’t care. All he wanted was compensation for coming to pick him up. So I’ve pulled out my wallet and handed over the 200 baht he requested.

If anyone sees a 5’8” English backpacker with a bloody nose, fat lip and graze on his cheek, telling him I said hi.”

Posted in Adfest 2011, Mick | Leave a comment

It’s Contagious

We had the pleasure of hearing the co-founder of Contagious magazine, Paul Kemp-Robertson, speak today. Contagious is a publication out of the UK that is at the forefront of trends in marketing, advertising and communications. Josh gives us his view on the presentation…

“Hearing Paul’s view on where the advertising industry is heading was refreshing to say the least. His messages were simple, logical and well worth passing on. I have listed some below:

No Media Metric Test – Paul recommended a simple test when producing content you expect people to pass on to their friends. Imagine you have a $0 media budget. You cannot drive any traffic to your content. Will it still be consumed and passed on based on its value alone? If not, maybe it’s time to re think the content.

Engaging the Quality Few – social media should be about engaging with those that matter. You should influence those that influence. A head honcho (I should have taken notes) from X Box said they would rather have 100 fully engaged and active participants than 1,000,000 inactive participants.

Traditional Media Is Not Dead – While Paul is a strong advocate of social media and the digital space, he is far from announcing the death of traditional media. In fact, he said that a great TV spot is still the best way to move the masses. But he did state that if your campaign stops at traditional media and doesn’t continue through the line to engage the audience you are not truly communicating with them.”

Click here to take a look at the Contagious Magazine website.

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Welcome To Thailand

Ron, Mick, Spencer and Josh have landed in Phuket, Thailand for Adfest. You can keep up to date with what’s happening here. Josh gets us started with a quick intro…

“It’s been an interesting start to the trip. Phuket is awesome, hotel is great, weather is perfect, food is superb – and cheap, and Mick has been able to find chicken and cashew on most menus.

Now for the interesting bits… Ron lost his dignity when he couldn’t find the shower, Mick lost 200 Baht trying to be a good Samaritan, Spencer is currently on the way to Phuket International Hospital emergency dental department after cracking a tooth on some garnish and Mick took on the role of Ashton Kutcher as he teamed up with a client to Punk me.

Blogs covering these weird and wonderful events, along with some insights on Adfest, will be posted in the coming days.”

Posted in Adfest 2011, Josh | 4 Comments

Christmas Party Wrap

Josh gives us a run down of Cooch’s 2010 Christmas party…

“Cooch’s surfing Christmas party tradition continued this year as we packed up and headed to Secret Harbour. Our online surfing references were giving us differing reports. Seabreeze was boasting a 1.8 metre swell with nice wind conditions. Swellnet said don’t bother.

Secret Harbour served up some heaving, knee-high waves, which were actually perfect for us to have some fun. Everyone stood up, although we are lacking photographic evidence of Jayden’s triumphant three-second ride. You’ll just have to take our word for it.

After a morning at the beach we headed to a friend’s holiday pad in Melrose. Thanks to Chris Richardson and his family for letting us trash the place. Perfect views of the ocean complimented the butterflied lamb and overcooked beef fillet (the gravy covered that up nicely).

It was a great day and all were buggered and had early nights… except for me as I had to shower up at the office and head to my wife’s Christmas party. Tough times.

Click here to check out the picture gallery on our Facebook page for images of all the action.

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Eleventh He Tours The Eastern States

Our senior flash designer, Jayden Worts, recently toured the east coast with his triple WAMI winning band, Eleventh He Reaches London. Have a read of his tour diary below…

Tour poster

Sleeping Rockstar

Jeremy (guitarist) having a snooze mid flight.

“The proposition was simple – three shows, in three cities, over three consecutive nights. Unfortunately the reality reads something more like this – three shows, four flights, hundreds of dollars for excess baggage fees, thousands of dollars for flights, accommodation and gear hire, three days of very little sleep, and all for the perpetuation of an artistic dream five friends began nearly ten years ago.

We have done these ‘whirlwind tours’ a few times now and have become quite practiced at it. Consequently, we have figured out ways to minimise the sting of excess baggage fees by utilising hand luggage in ways so ingenious that Thomas Edison would give us leaping high fives if he were still around. No amount of planning, and no matter how practiced at it you might think you are, surprises are going to be plentiful and the running is never going to be smooth. Here is how this east coast jaunt went.

We left Perth at 11.10pm and arrived in Brisbane at the pleasant hour of 5.30am. We got a shuttle from the airport to where our van was waiting. The Shuttle was bright purple, the colour Fremantle Dockers supporters bleed. We couldn’t check in to our hotel until the hotel actually opened so we took a chance and left our gear hanging in the van and went for an excellent breakfast at Campos Coffee. The rest of the day was filled with such adventures as napping and an excursion to the city for lunch and a bottle of whisky (because we were on tour after all). We arrived at the venue in the late afternoon for sound check and saw no posters for the show, these were annoyingly put up during our sound check and stated proudly that we were from Melbourne… I guess that’s cool. The show was excellent and there was a sizeable crowd, especially for a Thursday night. We saw old friends and made many new ones. I love playing in Brisbane.

Ian (vocals, guitarist) and Jayden (back up vocals, guitarist, legend) shredding. Jayden's in the background.

We flew to Sydney at 10.00am the next morning. Sydney has always been a harsh mistress to us and the shows are usually very lean on numbers and have ample technical difficulties. This kept the trend going.

We left for Melbourne at 11.15am the following morning. The tour was organised specifically to be on the weekend after the AFL grand final, so as to avoid a clash. The Grand final was replayed. The Grand Final was replayed between Collingwood, who have frighteningly fanatical supporters, and St. Kilda. Our show was at the Tote, an iconic pub in Collingwood, on the night of the replay. Collingwood won and our night was affected severely. At first we thought that the local team winning would bring many people to the show, what with everyone being out and wanting to celebrate. It didn’t quite turn out that way. Sure the streets were filled with happy, black and white clad humans but our show wasn’t. In addition, all our Melbourne dwelling friends let us know that there was no way they would be venturing into Collingwood, now that the ‘Pies had won the flag.

Regardless of numbers being affected, the crowd was still healthy and the show was simply a ripper. We played like heroes and so did all the excellent supports. I love playing in Melbourne. After the show we went to Yah Yah’s at about 3am and had a rock ’n roll moment when we were let in, passed a long line, by the venue manager and a huge bouncer – “these guys are in Eleventh, let them in”. Inside we literally bumped straight into Mick Molloy to which Mark, our drumster, said “oh mate ‘eat your peas’” (an old Mick Molloy and Tony Martin record) to which he replied “one of the classics”. We flew home the next day.

Touring for a band like us is great and worthwhile from the point of view of friendship, memories, good times and personal accomplishment. I simply ignore the negatives, most being financial.”

Click here to read a review of the Melbourne show.

Posted in Jayden, What We Like | 1 Comment

Creativity in a City so Polished

Walking the humid streets of Singapore is really the only way to truly appreciate their natural desire for creativity. Architecturally unbelievable – the design of the new 3-towered hotel with a top story platform that resembles an ocean liner is seriously awesome. The truly remarkable thing about this landmark was its speed of construction.  The design, planning and building capabilities would have had to have been of a Formula 1 Class.

Every visit surprises me with new and exciting developments happening.

Now to Boat Quay, an evening stroll to the famous Jumbo Restaurant  mmmm Pepper Crab again creativity at its best, but even better than the crab was hand made 3D displays created with a silk net material and wire, internally lit to enhance the colour of the silk. WOW…  also a bridge 50 metres long with full sized  3D dolphins amazing.

On the way back to the hotel later that night with a belly full of Pepper crab we were confronted by 4 metre thongs (no, not misplaced by a giant and no, not too many beers) but 3 ambient 3D built Havaiana thongs. True to the Havaiana brand the thongs were planter boxes that would flower a different colour for each thong reflecting the graphic difference in their products.

Imagine if the planters were ponds with coloured fish – now the creativity is starting to rub off on me.

Singapore – Simply inspiring creativity on all levels and to any creative person out there this is how we should be thinking for our clients big and small.

Posted in Spencer, What We Like | 1 Comment

Data With a Difference

A recent campaign from Fiat caught Josh’s eye…

“I recently saw a campaign that hammered home the point that great ideas can be right under our noses, we just need to be on the lookout for them. The campaign I’m referring to is Fiat’s Eco Drive.

Fiat had installed usb ports in the consoles of their new cars for a music related project. This project was shelved, however someone at Fiat pointed out that they were able to obtain all the driving data via the usb ports.

This seemingly boring data became Eco Drive, an innovative, environmentally focused community, enabled by Fiat.

How does it work?

Fiat drivers insert a usb drive into their consol that collects all the data related to their driving. The driver then pops the usb drive into their computer (they need to have downloaded the free Eco Drive program from the Fiat website) and all their driving data is uploaded into the program.

Eco Drive then provides tips and tutorials to help the driver decrease their fuel consumption and therefore emit less carbon. The driver is then invited to become a part of Ecoville, an online community of Fiat drivers. Ecoville tracks the positive environmental impact of the community, highlighting that the small changes of individuals can actually make a big difference.

It makes me wonder how many opportunities like this are missed because people don’t take the time to look at data from a different angle.”

Click here to take a closer look at the project

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