THE DOMINION POST LONG LUNCH COMPETITION; Lunch is served

AdMedia,  Dec 16, 2004  by John Plimmer

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It was a great pleasure to be asked to judge the Dom Post comp. There was a huge variety of entries, and at the same time, a great similarity amongst many.

We gave up counting how many concepts revolved around pets - mainly birds, escaping their cages because they had gained great brain power from reading the Dom Post lining their cage.

And the vast majority of entries took the line "Feed your mind" literally and drew visual puns along the theme of newspaper as food (as a slice of pizza, or rolled-up sushi, that sort of thing).

To be brutal, none of the entries made me sit up and think, "I must get a copy of that paper". Very few went on to actually challenge the reader's thinking and therefore make you feel smarter or better informed. I think of how the Economist has managed to answer this brief for years, and at the same time reward the reader for working out their ads.

But there is, of course, a winner and a lunch to be eaten, so congratulations to you. We chose Wastepaper Basket because it was more lateral than most, and unlike most of the entries, it required a bit of thinking. The same of the second placegetter, Money, one of the few to present a different line and make you think. The third placegetter (Takeaway), well, it's a pun. But simple at least and at least some benefit for the Dom Post.

But it must be said, that although it was felt that the standard was down on last year, it is brilliant that the Dom Post encourages this event.

So well done winners. Enjoy your meal. Feed your stomach.

* John Plimmer (021 777 753) is a freelance creative partner in Bleackley Plimmer.

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