The Work 2021 Contenders: McCann + HERO

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…

Victoria Police: Senior Constable Laurie Fox
McCann + HERO
The Victoria Police have lost 20 officers to suicide since 2012. Due to a systemic stigma of weakness and a culture of silence most refuse to seek support. Research also shows that officers resist advice and information from senior figures in their organisation, preferring to listen to their peers and colleagues.

We brought back Senior Constable Laurie Fox, an officer who took his own life, with a message they couldn’t ignore. Over several months, psychologists and Deep Fake specialists worked with Laurie’s family to recreate him from 20 photos composited on an actor’s body, whose voice bore a striking resemblance. The film directed officers to an anonymous support site with tools to help them identify the warning signs of suicide ideation and private counselling sessions with mental health professionals.

Faculty of Fine Arts & Music (University of Melbourne): First Commissions
McCann + HERO
The University of Melbourne’s Fine Arts & Music faculty wanted to establish global credibility to compete with the world’s most renowned art institutions. So, we took on the greatest artists in history and briefed our students with the original commissions given to the likes of Michelangelo, Frida Kahlo, and Tchaikovsky.

Launched at the feet of Michelangelo’s statue of David, one of the first known commissions, 112 young artists exhibited their experiential, interactive and immersive works to the world, with the event covered by international news and print media.

Their original responses contained universal themes society has grappled with for centuries and proved that artistic expression that inspires and intrigues the world can come from anywhere in the world.

Menulog: Delivery Doggy Style
McCann + HERO
Out gunned & out spent by Uber, and with brand that was considered ‘mum & dad’s’ delivery choice, Menulog needed to overhaul its image STAT. With a slightly daggy music track as our only recognisable asset, it was time to do things Doggy style.

Menulog: Delivery Dance
McCann + HERO
Everyone says TikTok is suicide for brands. Yes, it’s where a youth audience is having a party, but rarely one that brands are invited to. Especially when it comes to popular dances. But we thought we had something worth dancing about- the moment your food arrives. With some backing from Snoop, we thought people might just bust a few moves, Menulog bag in hand.

Mastercard: Priceless Fans
McCann + HERO
The Australian Open was the first major international sporting event to be run since the pandemic. But border closures and health restrictions meant thousands of fans would still miss out. So Mastercard decided to ‘Open the Open’ and let fans from all over the world be court-side for all the action.

Pymble: Watch us change the world
McCann + HERO
Private girls schools are not often known as progressive institutions. Pymble Ladies’ College was established over 100 years ago, it has straw hats and ivy laden cloisters- but a thoroughly modern curriculum. Graduates from Pymble are given the skills to be the change they want to see in the world. Something we didn’t shy away from when it came to a brand campaign.

The entry deadline for Campaign Brief’s The Work 2021 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.