The Work 2021 Contenders: AIRBAG

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

MLA: Make Lamb Not Walls
Agency: The Monkeys
Production: AIRBAG
Director: Ariel Martin
Make Lamb, Not Walls was created as a biting and humorous commentary on Australia’s unprecedented state division. Set in a not-so-distant dystopian future, where everyday life has been divided by a giant concrete wall. The campaign took a satirical aim at the bickering state premiers, urging everyone to tear down the walls and come back together over a BBQ – reigniting Australia’s love of lamb. The film was directed by Ariel Martin, with VFX completed in-house at AIRBAG.

Tourism NZ: PLAY NZ
Agency: TBWA\Sydney
Production: AIRBAG
Director: Uncle Friendly
With online gaming spiking during COVID, PLAY NZ was a way to engage an adventure-starved housebound audience, by marketing the entire country like a game. PLAY NZ is a rich brand experience that gives people playful, interactive content to engage with. Launched with a Twitch live stream, Australian gaming influencer Loserfruit led the audience on a journey through the best of New Zealand, featuring a “gamer walkthrough” where she “played” the country and interacted live. Every channel targeted gaming media, mimicking an online game launch. From teasers and trailers that hinted at the coming “game” to gamer reviews. The creative idea spread the campaign from just hardcore gamers to travellers and those playful at heart through the use of PR and beloved New Zealander, Julian Dennison. Future travellers were also invited to an immersive hub where they could explore VR180° films – encouraging itinerary-building behaviours.

Parkinson’s NSW: No Escape Room
Agency: Wunderman Thompson, Sydney
Production: AIRBAG
Director: Will Horne
The first-ever ‘no escape room’ was created to simulate what life is like for people living with Parkinson’s. 15 escape room experts were invited to trial the room – unaware of the meaning behind it. The escape room featured a series of puzzles inspired by everyday tasks like tying a shoelace or pouring a cup of tea. Each puzzle was rigged to simulate how Parkinson’s symptoms impact a person’s ability to complete everyday tasks. The campaign was brought to life through an interactive digital escape room so others could experience the challenges people with Parkinson’s face and help shift the common misconception that it’s a disease of the elderly.

Worksafe: Unsafe is always unacceptable
Agency: TBWA\Melbourne
Production: AIRBAG
Director: Aaron Wilson
Across Victoria, many young people find themselves working in unsafe conditions. Fearful of speaking up, young workers can be asked to perform tasks that put them in danger, both mentally and physically. Because of their lack of experience, young workers are one of the most vulnerable groups in the workforce. We conducted a social experiment, and invited a group of young workers from 18yrs – 25yrs to a series of ‘industry information sessions’ where we outlined some of the unsafe conditions they could face. Together with leading psychologist, Dr Michael Carr-Gregg, director Aaron Wilson worked with the interviewers to guide the participants through the process. Each participant was asked whether they would be willing to work in these ‘unsafe’ conditions. Sadly, 91% said they would.

The final entry deadline for Campaign Brief’s The Work 2021 is Monday May 17. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.