About Me

Nic Cartledge’s FolioAdvertising student @ RMIT

Copywriter

Public speakingologist (I don’t know what it is called - I just love to pitch my work!)

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Email - niccartledge1@gmail.com

PH - 0424 973 473

Seek
This is a complete brand campaign for Seek that was aimed at attracting young people to their service. As the copywriter, the line “A Big Dream Just Needs a Little Search” was fuelled by my own experiences as a kid: zoning out and thinking about the future. Recapturing that, especially in a tight job market, felt like a great angle, as well as one that Seek could legitimately tie itself to.

Having kids dressed as professionals creates cut through and serves as a brand asset. The inclusion of ‘x jobs in ____’ proves that, on Seek, all that is between you and your dream job, is just a little pink ‘apply now’ button.

Shannons
I looked to make insurance into an emotional service. It’s generally considered to be a tad dry and corporate, when it actually serves a heart-rending purpose: protection for those who matter most to us.

Peace of mind is only available for a select few things, and it tends to be that the most beautiful and valuable parts of our lives are the parts that generate the most worry. An insurer for classic cars can capitalise on this by providing a rare sense of security.

SlickHair
SLICKHAIR was having an issue with copycats; products that aren’t quite as easy, fast or effective.

I wanted to not only to show, but to prove the slick-ness of their SLICKSTICK hair wand in taming fly-away hair.

It’s effortless, in a way that’s instantly recognisable, such that you’d know it was SLICKHAIR even if our logo was tiny. We aren’t saying SLICKHAIR is the routine, rather a killer way to finish an already effortless look.

It occurred to us that there is a significant male demand from this product, so we extended the campaign to target men and non-binary people, an aspect that we think is missed in this space and something SLICKHAIR could easily feature.

An effortless look shouldn’t look effortless. It should be effortless.

Nike
Nike’s advertising centres around the idea that ‘with Nike, anything is possible’.

Proving or showing this is always done with pro athletes – people with so much skill and talent that the brand’s claim doesn’t always ring true.

The story of Sisyphus is always presented as a single illustration of him pushing a boulder up a steep hill, creating an opportunity to play off of it, and show the power of Nike shoes.

Herman Miller

The Eames Chair is often thrown into film and TV sets as a shorthand way of saying, “the person who lives here has an eye for style”.

It speaks for itself — both in the real world and in the layout. I mean, imagine a chair so commanding and exclusive, even the dog knows not to sit there...

Australia Koala Foundation

A lot of charity work fits into a couple of boxes:

1) DONATE NOW IT IS URGENT WE NEED YOUR DONATION SO THAT IS WHY YOU SHOULD DONATE

or

2) Look at this cute animal ... you wouldn’t want it to be extinct would you?


Neither option really interested me, so I wanted to find a different approach. 

Many ads focus on the positive impact of donating to a certain cause (eg. ‘You can save x, y or z.’), but never seem to look at the ramifications of non-action.

What would Australia be like without koalas? It’d be pretty tragic.

unTraditional Fitzroy Gin

This is a website for a fictional gin company called unTraditional.

The brief was to find a story centred around the brand that tied into the history of Fitzroy.

I came across these really compelling recounts of Melbourne’s drinking culture in the early and mid-20th century that seemed to be a great fit.

About MeEmail - niccartledge1@gmail.com

PH - 0424 973 473 Hi,

May I tell you a story?

I am writing this on a Sunday. On Saturday I came across what might just be my new favourite ad. 

For most people, I am sure this is a pretty mundane occurrence, but for me it was like coming across some classic song that knocks your socks off - ‘How have I never seen this before?’

It was as if the ad had eluded me, rather than the other way around.

It came out (or was dropped) in 1915 and is for Cadillac. Which specific model? I have no idea. The ad never mentions it. The ad actually never directly sells anything. It is called ‘The Penalty of Leadership’ and is just a block of text about the consequences of being first to something. It never ties itself back to a particular car, or even the brand (the only way you know it is for Cadillac is their logo sitting in the corner).

All the while, one is reading that “When a man’s work becomes a standard for the whole world, it also becomes a target for the shafts of the envious few” and expecting a link back to a specific product, or at least something that fits within our expectations of what an ad should say.

It never does. It just sits there, and somehow it is one of the most compelling things I have ever read - not because of what is there, but what isn’t. 

You genuinely need to give it a read (after you have read all of my work of course). It’ll blow your mind (you can see it here).

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Perhaps it would have been wiser for me to introduce you to my folio with a rundown of my work, or an explanation of what I could contribute to your business. Instead, I am 10 lines worse off and have only talked about an ad from a century ago for a product I don’t use and a brand I am largely unfamiliar with.

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If advertising was a science, I would have failed already. 

However, if you are still reading, I would politely assume that I haven’t.

Just like with music, ads don’t exist in a vacuum. They are influenced by things. I feel it is important to talk about what influences my work, because I would rather listen to an album by someone inspired by The Beatles or Pink Floyd than Maroon Five or Fred Durst.

I am drawn to ads that stand out - not simply for the sake of standing out - but do so while still selling. 

Ads driven by a unique insight are some of my favourites. ‘I’d like to buy the world a Coke’ for instance (my previous favourite ad), is based on a entirely subjective realisation - that buying someone a Coke means more. This didn’t come from consumer surveys or significant stats, just a hunch.

My ads don’t make people think, they make them feel. There is no structure to emotion - only out of the box ideas and stellar copy.