The Work 2022 Contenders: 72andSunny
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
Google Australia: Helping you help them 2022
72andSunny
This is the story of a girl trying to help her grandmother with dementia, through their shared love of AFL, with a little help from Google. It is a story of reconnection in a way – to the game, the memories and their relationship with each other. It explores a few culturally relevant themes – how AFL is more than just a game, it’s an intrinsic part of the Australian way of life, permeating different generations of families across the country; how dementia is a huge health and social challenge in Australia; and how we can help our loved ones living with this disease, with a little help from Google. The 60” and 30” films aired during matches throughout the AFL and AFLW seasons, and on screens in the stadiums.
Google Australia: Helping you help them 2021
72andSunny
AFL has a unique power in Australia, to bring communities together. This is the story of a migrant family, with the daughter wanting to join her local AFL team and her father supporting her all the way (despite knowing little about the sport), with a little help from Google. Together, they forge a closer bond with each other, with the sport, and with their new community. The 90’, 60” and 30” films aired during matches throughout the AFL and AFLW seasons, and on screens in the stadiums.The campaign smashed all campaign targets and is one of the highest performing campaigns globally at driving Google’s key brand metric.
Google Australia: Pixel Real Tone
72andSunny
Despite being one of the most ethnically diverse countries in the world, Australia lags behind the world in its representation bias. White skin tones are represented far more than others. Real Tone from Pixel, is a pioneering Google feature developed to combat the implicit bias of the camera lens. Historically calibrated for white skin, darker skin tones are over or underexposed – effectively erasing that person. Finally, Real Tone has the technology to see all skin tones equally. To launch this important feature, our film celebrated the diversity that makes modern Australia so rich. Together with fast-rising Ghanian-Australian musician Genesis, we showed the power of Real Tone to see the fullness of someone. All skin tones should be seen equally, and now with Google Pixel 6 with Real Tone they can.
Lion: All Creatures Welcome
72andSunny
In a country known for its friendliness, one in five Australians still experience major discrimination based on their age, gender identity, sexual orientation, religion, ability or origin. Little Creatures have set out to positively reinforce inclusive values that truly reflect modern Australia. Our idea was to make Australia’s oldest craft beer its most modern, with a new platform ALL CREATURES WELCOME, to remind Australians that whatever your flavour, life gets tastier when we come together. We launched a 3-year sponsorship and huge activation presence at the most inclusive festival in the southern hemisphere, the iconic Sydney Gay and Lesbian Mardi Gras. From a film created with acclaimed artist Ruslan Khasanov; a 2022 remix of Scissor Sisters queer anthem ‘Let’s have a Kiki’ by rising Australian producer Young Franco; branded Pop-up bars and merchandise, a parade spectacle with marchers dressed in non-binary art by the Australian Fashion Week success story, Jordan Gogos – every creative touchpoint of the ALL CREATURES WELCOME launch campaign invited all people, queer, straight or neither, to come together.
MyDeal: MyDeal it!
72andSunny
There is an inherent joy to online shopping, that we celebrate in this campaign for eCommerce platform, MyDeal. The campaign tells customers that whatever they need, whatever they want, MyDeal can provide it. Set to a unique version of the iconic Devo track ‘Whip it’ to give Australians the ‘MyDeal feel’ and a reason to schimmy. The film is part of an integrated campaign and design system that drives consistency across all touchpoints – from advertising to owned channels. The campaign over delivered on all of its targets and established a long term platform and call to action for Australians to MyDeal It.
Whitlocks & Sons: Tales of Delicious Demise
72andSunny
This is the Australian launch campaign for FWhitlocks & Sons, a NZ brand, acquired by Kraft Heinz. The story inspired by the brand’s adventurous founder and label designs which feature illustrative depictions of the demise of the ingredients in every product The integrated campaign uses film and static assets across outdoor, TV, social, digital and POS to tell the tales of how these tasty ingredients end up in a can, bottle or jar for everyone to enjoy. The campaign exceeded its net sales value target and set up a long-term platform and world for this adventurous brand.
The deadline for Campaign Brief’s The Work 2022 is Monday May 2. 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.