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n anincreasinglytech-fuelledworldthatis overloadedwithcontent,whereeyeballs
becomehardertocatchandattentionspanscontinuetowane,it is creativitythatcuts
throughtheclutter.A standoutideacangluea brandintopeople’sminds.
InthecaseofBrisbane-basedCaravanningQueenslandandcaravanparkgroup
TopParks,it wastheideatocreatetheworld’slargestLegobrickcaravanthatspun
thebusiness intotheinternationalspotlight.Dreamed upbyJohnCochrane
Advertising,theideawasbroughttolifebyLegoartistBen“TheBrickBuilder”Craig.
CrownedthelargestLegobrickcaravanbytheGuinnessWorldRecords,it
comprised288,630individualbricksandtookfiveweekstocomplete.Thecaravan
consistedofbasicamenitiessuchasrunningwaterandelectricity,aswellassome
homecomforts,includinga jarofVegemite.
In2009,GuinnessWorldRecordslauncheditsconsultancyafter
beingapproachedbynumerousbrandsandbusinesseswantingto
breakworldrecordsintheircampaigns.Morethan 10 yearslater,the
organisationhashelpeda numberofbrands,includingCaravanning
QueenslandandTopParks,achieverecord-breakingcampaigns.
NeilFoster,GuinnessWorldRecordsvice-presidentofconsultancyEMEAAPAC,says
theconsultancyhasbecomea growingpartofthebusinesswithsixofficesworldwide.
“Thesimpleideaofbeingthe‘bestintheworld’atsomethingreallyappealsto
brandsandagencies,”hesays.“Thejeopardyof‘willthey?’or‘won’tthey?’delights
audienceseverywhere.Fora brandoragency,recordbreakingisa powerfultool
— andit canbeusedasa platformtodelivercarefullytailoredmessagingwhich
ref lectsa producttruthandhasuniversalappeal.”
Brandscometotheconsultancytobreakrecordsforreasonsrangingfromanni-
versarycelebrationsandproductlaunchestopurpose-ledcampaigns,brandspectacles
orpureentertainment.
Duringthepastdecade,thecreativitybehindthecampaignshasincreasedand
thereasonsbehindthemhavechanged.
“Backin2015,oneofourmostpopularrecordattemptswas‘themostselfiesinthree
minutes’,poweredbycelebrityandinf luencer-ledmarketingcampaigns,”saysFoster.
“Fast-forwardtotoday,andone-offrecordsforfunarenotaspopular.Instead,
wehaveseena 110%increaseinbrandswantingtobreaka record‘forgood’as
partoftheircampaigns.”
Regardlessofthereasonfortherecordattempts,theapproachis onethatgenerates
hugebrandawareness,sparksconversationsandencapsulatescreativity.
Whenit comestoencapsulatingcreativityasa brand,Vegemitecouldn’tbea more
perfectexample.FromtheHappyLittleVegemitesjingleofthe1950stoitscurrent
TastesLikeAustraliabrandplatform,the brand knows how to make a memorable
mark when it comes to advertising.The pursuit of creativity
Nolongerconfinedtoadepartmentinadland,creativity’s reach
is spreading in the quest to innovate and stand out.
PAIGE MURPHYWORDS BYInvestigation