Australia’s Cannes Contenders: Happy Soldiers, M&C Saatchi Sydney and SapientNitro Brisbane
After last year’s brilliant effort at Cannes – Australia was ranked #6 in the world – how will OZ perform at Cannes this year?Over the next week in the lead up to the Festival, Campaign Briefwill be showcasing the work we hope will impress the judges…
Happy Soldiers, Sydney
The biggest manufacturer of pillows in Australia had a problem, people were not changing their pillows often enough because they were oblivious to what goes on inside them. Happy Soldiers came up with the idea of stamping every Tontine pillow with an expiry date. So people would realize when they should change their pillows. They then created a campaign to tell people about the problem of old pillows and gave them a ‘Tontine only’ solution – dated pillows. It changed a category and changed a company.
Happy Soldiers, Sydney
Virgin had to launch their new Virgin Flyer Credit Card. A rewards credit card that earned people points to fly on any Virgin airline. Happy Soldiers came up with the idea to pay for the entire campaign for the Virgin Rewards Credit Card, with the Virgin Rewards Credit Card. Everything from production costs to media space, right down to the cabs and coffees all on the one card. This earned enough points for over 200 flights around the world. They then gave these flights to the public.
SapientNitro, Brisbane
People with autism find social communication a challenge. The agency prompted the first global shutdown of social networks to rouse empathy and raise funds by inventing the chapp (charity app) which people made a donation to receive. It signalled shutdown on Facebook and Twitter and became a channel to spread messages and build awareness. The Communication Shutdown campaign reached 164 countries in its first year. There was no media budget. Just a lot of people power.
M&C Saatchi, Sydney
M&C Saatchi, Sydney celebrated Optus’ involvement with Australian football with a glimpse within the Socceroo’s secret training camp in the first stage of a major campaign timed to launch just before the 2010 FIFA World Cup. The campaign was spearheaded by a commercial featuring Socceroos Tim Cahill and Lucas Neill taking on their toughest opponents yet – a team of wild animals.
M&C Saatchi, Sydney
Samsung Mobile launched a major new marketing campaign in the digital and social media space, entitled ‘Mr Knowitall’, to educate consumers on the benefits of its innovative integrated social messaging service, Samsung Social Hub. Available on its two recently launched smartphones; the Samsung Wave and Samsung Galaxy S, the campaign was a first-of-its-kind online experience that demonstrated how the character, Mr Knowitall, knows everything about everyone in his social circle thanks to Samsung Social Hub, a feature that integrates all your social networks into one easy-to-use interface accessible in one click.
M&C Saatchi, Sydney
The Boots & Dreams campaign took the actual playing boots of leading Indigenous players from each of the AFL clubs and gave them to a number of indigenous artists who transformed each pair into painted works of art. Each pair, by artists out of Queensland-based Indigenous organisation, Gilimbaa, comprises a unique depiction using inspiration arising from the player’s heritage, his club, AFL achievements and personal characteristics.The boots are currently in an exhibition that was launched in Melbourne’s Federation Square on May 22, 2010.
2 Comments
I have nothing to do with Happy Soldiers, but good luck guys.
Your Tontine campaign was bloody fantastic. Such a brilliant piece of category-changing strategy, backed up by perfect creative.
Expiry dates for pillows.
Such an awesome idea, it should have been trademarked.