|  | Not your average desk job
| The Foundry took a different approach to most when developing the latest franchisee recruitment ad for Barbeques Galore.
The brief called for an execution that identified Barbeques Galore as a great business opportunity that’s also a lot of fun. The ad demonstrates the brand’s passion for barbequing through an engaging and humorous visual that urges potential franchisees to “make Australia’s greatest pastime their business.”
The ad will appear in the next issue of Franchising Magazine.
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| Click here to see the ad
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| 13th May 2009
| The Foundry's Anti-discrimination ad on The Gruen Transfer
| “The Foundry had a job to do. We were given a brief and we treated it seriously. The Foundry believes in the power of advertising to motivate people and to make a difference. We believe our ad for The Gruen Transfer has done just that.”
That’s the message from Simon Burrett Managing Director of ad agency, The Foundry.
In tonight’s The Gruen Transfer on the ABC, The Foundry demonstrated its ability to tackle the most challenging of briefs by delivering a hard hitting anti-discrimination ad. The Foundry’s work continues to prove that strong, insight-driven ideas can cut through and can deliver commercially.
| To see the ad, click here.
| The Foundry’s entry sold the idea of “fat pride” and positioned the issue of obesity as unacceptable to joke about.
While the ad has created considerable discussion, it was certainly bang-on the brief, and this was confirmed by the panel on The Gruen Transfer.
Simon Burrett says that when viewed in context, the ad clearly does not make a joke of serious issues. The ad challenges people to recognise that discrimination comes in all shapes and sizes.
“We take every brief seriously. Discrimination is not funny. Discrimination of overweight people or any other people is not funny. The Foundry believe that the brief called for a appropriate response. Our ad was not made to offend but was made to highlight that discrimination is not OK.
"Some agencies have used the pitch segment as a platform for cheap gags. The brief presented a serious issue and we responded that way. When people see the ad they will agree that it’s unacceptable to joke about certain issues and one of those issues is obesity.
"People have said it was a brave stance for us to take. Our position was supported by producers of the show. Some of those who saw it were shocked, but they were also complimentary of our response to the brief.”
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| | 1st June 2009
| The Foundry welcomes Pat Baron
| My name is Patrick Baron and I’m really pleased to be joining The Foundry’s creative team in Melbourne this week.
I’ve never been to prison, have no special dietary needs, can’t recall ever learning the words to ‘Advance Australia Fair’ only ‘We’re From Tigerland’.
I don’t exercise but I should to help me keep up with Finn, my 6 year old son.
I’ve had over fourteen years of creative communications experience in traditional media, social media, new-media and emerging-media. In automotive, pharmaceutical, financial, building, FMCG, community, retail, telecommunications and fashion categories. For clients such as Holden, Motorola, Coca-Cola, NAB, Ford Australia, Bacardi, Johnson & Johnson, GSK and Yamaha to name a few.
Prior to focusing on ‘New & Social Media’ over the last 6 months, i’d been Associate Creative Director of ‘Sputnik’, Creative Director at ‘SEE’, Senior creative at ‘JWT’ and a Creative Group Head at ‘McCann-Erickson’ Sydney.
I genuinely love the creative industry. I believe agencies like The Foundry provide the most stimulating professional environments in the workplace.
I’m particularly looking forward to creating some exciting work with everyone at The Foundry over the next year or so.
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