Australia’s Cannes Contenders: Publicis Mojo Sydney, Leo Burnett Sydney + Mercer Bell Sydney
How will OZ perform at Cannes this year?Over the next month in the lead up to the Festival, Campaign Briefwill be showcasing the work we hope will impress the judges…
Publicis Mojo, Sydney
The first execution for ‘Pioneering Beering’ takes the form of a 60-second spot, shot by Emmy-winning director Tom Kuntz. It depicts a hyper-stylised Hahn Super Dry brewery where the ‘superness’ – represented by a series of unorthodox influences – is infused and brewed into the beer at every stage of its creation.
Leo Burnett, Sydney
The Bundaberg Five spot was brought to life by Emmy Award-winning MJZ director Tom Kuntz. Music also plays a huge role in the spot. The creatives wrote the lyrics, and the backing track was created by SongZu, Sydney, who beat out several heavyweight international music producers to win the job.
Leo Burnett, Sydney
Spotlight was created to promote Australia’s 2011 Census. Instead of telling people about the Census, Leo’s created an experience about them – showing them where they fit within those numbers. The site uses real data from the Australian Bureau of Statistics to create a highly personalised animated film. Customised infographics within the film tell the story of you – where you live, where you’re from, how old you are and what you do – and how this relates to the rest of Australia. With 20 different points of customisation, each time Spotlight plays its as unique as the person watching it, making the data – and the Census – feel truly relevant.
Mercer Bell, Sydney
MasterCard signed on as a partner of RWC 2011. Capturing the emotion of the game and to be part of every passionate conversation around “rugby” in Australia and New Zealand was the biggest challenge. The agency built a microsite where people could relive the most amazing moments of past Rugby World Cup. Using Facebook Connect the site allowed people to “tag” themselves on the videos, posting a comment about where they were and what they felt when that happened. The comments were also posted on the site, over the tagged scene. A promotional tab offered the chance to witness Rugby history being made live – to win a trip and tickets to the World Cup in New Zealand.
Mercer Bell, Sydney
The agency needed to convince Sydney people to take fire safety measures and protect their families and neighbours. So they built a statue to honour every citizen who helped prevent a fire. On Facebook they assessed their risk, took safety measures and in return, their photo was displayed on the statue. The statue, wall posts, word-of-mouth, and PR encouraged citizens to take action and become honorary firefighters.
Mercer Bell, Sydney
Australia’s leading digital publisher was losing traction with Media Buyers. For the first phase of the campaign the agency created the award winning Lazy Ad Guy, a slob of a man who lived in a banner ad, demonstrating firsthand just how badly banner ads can perform. In the second phase they gave him the Fairfax Digital Workout – showing how Fairfax solutions can make banner ads work harder. This culminated in a sports-inspired Event, where Media folk could experience the Fairfax Digital Workout for themselves.
Mercer Bell, Sydney
Sydney Morning Herald needed to regain lapsed newspaper subscribers who’d been lured away by digital alternatives. Don’t tell them what they’re missing – give it to them. The agency printed a letter onto an actual front page of the paper, letting the reader enjoy the texture, the size and the aroma of fresh newsprint once again. The reverse page of puzzles and funnies rounds off a deliciously tactile newspaper experience.