Cannes Contenders: MediaCom
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
MediaCom
Our research discovered 55% of Queensland teens have deliberately ignored warning signs to enter restricted areas. We created a story typical to this audience, a group of teens covertly slipping away to spend time together. We load the story with the expected outcome of rebellious teenagers, however the film has a constant state of contrast; reckless behaviour juxtaposes expressions of regret. The outcome of this coming of age story is we witness teenage reckless behaviour, the loss of life and the burden of guilt amongst these friends. As a government voice we didn’t want to give them rules, instead we posed the notion: ‘respect the water like you respect your mates’.
MediaCom
The challenge was the Netflix generation of Aussies watches what they want, when they want and how they want. An explosive social content series straps in millennials for the rescue and delivers action and drama to a time poor audience. Snapchat stories filled with emojis and slang spoke in their language. The series captivated 1.6 million young Aussies. More than 676,000 millennials engaged with the content contributing to a 4% uplift in organic site traffic resulting in 864 approved and activated cards and 31 Home Loans during the campaign period.