Love Our Work: Paper Moose’s Peter Saladino on the Down-to-Earth Message of SDWM’s Latest Campaign
As a continuation of the wonderful work being done by the Love Our Work founders Jasmin Bedir and Jeremy Willmott, LBB is kicking off a new series aimed at celebrating local work.
Entitled Love Our Work, the series will talk to creatives from across the industry about their favourite ad from the last few months as a way to combat the negativity that can often creep into our creative culture.
Celebrating creativity is what LBB does best, and it’s what the industry needs.
Peter Saladino, one of Paper Moose’s senior creatives, sat down with LBB’s Casey Martin to speak about why simplicity can often be the best bet when targeting a younger audience.
Love Our Work: “Umm…” for WorkSafe from SICKDOGWOLFMAN
Peter> Making a light-hearted campaign for the government isn’t the easiest task, especially when it’s for a younger audience, which is why I love “Umm…” developed for WorkSafe by Melbourne’s Sickdogwolfman.
I love the Sesame Street-esque character and how it seamlessly represents the workplace pressure and anxiety felt by younger workers. There’s an instant connection, and it has all the right feels in all the right places. The fluffy protagonist is strangely relatable. The harassment is icky. The message is clear.
I love the 15-second duration — a ruthlessly short amount of time that the idea effortlessly fills with its singular message every time. Perfect for the equally ruthless attention span of the younger digital-first audience.
I love the down-to-earth messaging too, which becomes particularly impressive as it flexes across social and OOH.
Overall it’s simple, flexible and infinitely campaignable, which for me, are crucial factors for creative effectiveness — especially for government briefs. I’d love to have been in the room to see them sell it in.
Recent work coming out of Sickdogwolfman (which I absolutely refuse to write in all caps) has been excellent. The agency displays a reliable sense of when to be slick and when to be weird — proven in Umm… as well as in their recent and wildly different campaigns for Connoisseur and Maxibon ice creams. Their work inspires some friendly competition in me to push my next government brief as far as I can. After all, creativity is about inspiration; the unwavering compulsion to create.
Shout out to The Old Bar! IYKYK!
