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Published/Aired: 
January 2009
Super Liquor Direct Ad -  Hat

Description

Direct advertisement created by 99, New Zealand for Super Liquor, within the category: Retail Services.

Advertising Agency: 99, Auckland, New Zealand
Executive Creative Director: Craig Whitehead
Creative Director: Craig Pethybridge
Creative Team: Raymond McKay, Edward Bell
Senior Account Director: Keely Sanders
Account Manager: Matt Knight
Designer: Rohan White
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sayme's picture

nobody will do it.
but its a nice idea :P

sayme
Activity Score 50
JPhilly's picture

Yeah, I agree. Why would anyone wear that stupid looking hat.
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http://jakephillips.wordpress.com

JPhilly
Activity Score 173
Student- Ohio University |

---
Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com

Guest's picture

So serious guys, LOL, we did this cos we thought it would be a laugh for people who wake (on Sunday when it ran) after a night on the hammer.

Guest
Guest's picture

very naive creative team. too... like, PAT!!

Guest
Guest's picture

es verdad nadie lo va hacer, ahi que recordar que las personas ahora lo que menos tienen es tiempo!!!
pero la idea me gustó mucho es bien interactiva

Guest
luispiter's picture
luispiter
Activity Score 2756
comunication
Guest's picture

like art attak...
ok, i find the page and...
two hour later...

Guest
Guest's picture

ahhhhhhhhhhhhhhhhhhhhh!!!!!!!!!!!! horrible!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Guest
delithekid's picture

oh man! no. no. no. no.

*

delithekid
Activity Score 54
Copywriter |

simple is the best.

Mezooo's picture

no one is going to cut that out... apart from that, no one will even realize it's going to be a "wearable" hat after cutting it out. and still if anybody does all that-the hat will lokk really crappy!

boring, not good, not creative, not effective, not outstanding...nothing!

Mezooo
Activity Score 174
Gießen/Germany
BOOBJOB LOOBCANNON's picture

A brave try to do something different, but it won't work unfortunately.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

Guest's picture

kind of silly hat and very difficult to cut precisely. I dont think is brand builder, on contrary make the brand ridiculous.
Fernando from Paraguay

Guest
Guest's picture

cannes titanium!!!!

Guest
Akane's picture

so sad! soooo sad! I mean soooooo SAAADDD!!!

Akane
Activity Score 14
Aeropuerto |

Akane Dae Do

Wordnerd's picture

nice thinking. pitty you look like a moron with it

Wordnerd
Activity Score 6692
Copywriter
Guest's picture

wheres the idea?

Guest
ackattak's picture

Definite outside-the-box thinking. Too bad it's ugly as sin. Looks like a pain to cut out, too.

ackattak
Activity Score 396
Copywriter
NatalieM's picture

Keep the wild ideas coming. Unfortunately, this hat is not a home run, but keep thinking!

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

sneakyhands's picture

he's going to have some mean tan lines. i have to agree with the other comments, that nobody is going to cut this thing out. we know it's a hat because we have the step by step photos, but the consumer only has a dotted line and scissors. in this case a diagram might not be overkill. all they really need to do is realize it's a hat and think about the liquor store. buying liquor couldn't hurt either.

sneakyhands
Activity Score 1857
Copywriter
Guest's picture

wow...I'm going to get all the laddies

Guest
Guest's picture

Nadie lo va a hacer y menos a usar, no funciona.

Guest
Guest's picture

Nadie lo va a hacer y menos a usar, no funciona.

Guest
Whitefang's picture

awesome work guys. people are going to queueing up to spend 10 mins of their
lives making a hat that:

1. makes you look like a total dick
2. provides as much shade as a termite's cock.
3. turns you into a walking ad for a budget booze shop

reinforce those shelves, there's a lot of metal coming your way.

Whitefang
Activity Score 509
Wordnerd's picture

10/10 for your comment

Wordnerd
Activity Score 6692
Copywriter
Guest's picture

I don't know about you, but I've seen some huge termite cocks in my day.

Guest
Guest's picture

Completely agree.

Guest
thirty6chambers's picture

did this come out of a retarded child's imagination?

hey look billy bob, this traffic cone could also be a hat!

thirty6chambers
Activity Score 1464
Art Director
Guest's picture

hey, just a quick question.
you said "I go to Art Center and if I had to do it all over again I'd pick Miami Ad School for sure. why? is Miami Ad School is much better?? and what about VCU?

Guest
Guest's picture

ugly

Guest
alvinpck's picture

It's nice.

But it take people lots of time to do it. Isn't it better perforated? Or at least, in magazines; harder paper?

alvinpck
Activity Score 1467
Art Director
Guest's picture

If you knew NZ's weather, that hat works perfectly.

Guest
Guest's picture

New Zealand weather – so are you talking up north were the sun can burn through the gaps. In the middle where the blistering winds will blow it off. Or down south were it would be too cold and no point in wearing a hat?

And that’s not even mentioning us lazy ass new Zealanders who wouldn’t be bothered sitting down and cutting out a dog ugly hat.

Nice for trying to be different but it might be best to do a little more research into your target market.

Guest
Guest's picture

It might be better if u have perforations around so it is easy to remove n fix the hat instead of cutting it out, and don't have white spaces to be removed if you want the hat to be used, at least once. keep the white in the hat it self, that way the hat will not look empty when worn. Nice idea though!

Guest
Zekin's picture

at the evening that guy will have a striped head.

Totally useless against hot and sunny weather

Zekin
Activity Score 102
Guest's picture

Why is buddies face all beat to rat shit, that's why nobody would wear silly pin wheal skull cap. Lame.

Guest
Big-gun's picture

Nice that some of you noticed this hat wasn't a serious attempt to protect you from the sun, probably just a joke for those who had been out on the hammer the night before.

NZ'ers are a resourceful bunch

Ozzie ozzie ozzie oi oi oi

Big-gun
Activity Score 56
Art Director
Guest's picture

Fire that agency and hire a new one.

It fits the target demographic but really, can they even afford newspapers?

Guest
Guest's picture

What?

Guest
Big-gun's picture

Every house hold I know has the paper at their house or flat in New Zealand we are a very intelligent bunch, but we also know when something is suppose to be a joke. Look at the above comments before you speak

Big-gun
Activity Score 56
Art Director
Guest's picture

it work... for alcoholics

Guest
Guest's picture

Ka Pai!

I know for the demographic that you're using it'll probably work. I'd wear it. As for perforations, surely that would be next to useless on newspaper? It'd be nice if you were just told how to fold the page (no cutting required) into a hat. Might be easier, but has also been done before i'll wager.

I think the thing that made me shake my head was the fact that you'd be fiddling around cutting it out while all the time the byline reads "super liquor it's quicker"... not so much.

Well, he's got a pure blonde and a sweet hat (that again, I would DEFINITELY wear) thought this would capture more the audience of the hat as opposed to the wearer. And yes, this absolutely works if you understand NZ culture.

Nice :]

Guest
capywriter's picture

sorry, but really one of the dumbest ideas I've seen that really got executed...

capywriter
Activity Score 5509
Copywriter at Freelance
Big-gun's picture

Why

Big-gun
Activity Score 56
Art Director
Nubie's picture

LMAO i saw this the other week, me and my mates actually did it, we were sitting outside our flat just up from Uni in Welly after funnily enough a night on the hammer. Man there are some serious people on this site take a chill pill kids and have a good time

Nubie
Activity Score 10
Kefe's picture

Good

Kefe
Activity Score 53
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