The Work 2020 Contenders: The Monkeys
With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.
CGU: ABN Rescue
The Monkeys Sydney, part of Accenture Interactive
When 424,144 ABNs died last year, CGU Insurance set out to resurrect Australia’s lost ambition. “ABN Rescue” centred on the epic rescue of Domuts: Donuts for Dogs, to inspire Australians everywhere to follow their ambition. Domuts was brought back to life with a total rebrand, delicious flavours and a crazy ad during the AFL Grand Final. Other campaign elements included a guerrilla-style activation that transformed abandoned stores into thriving businesses via projection-mapping, digital tools that let Aussies explore ambition in their area and targeted content detailing the Domuts rescue step-by-step. The campaign inspired Australians everywhere to follow their business dreams and boosted CGU’s insurance policies by 29.5%.
MLA: New Australia Land
The Monkeys Sydney, part of Accenture Interactive
What would Australia be like if New Zealand was part of it? The provocative answer is…probably better. Although Australians wouldn’t admit it, New Zealand is doing ‘Australia’ better than Australia. So to bring people together last summer, we proposed to unite Australia and New Zealand. The integrated campaign saw a delegation of Australian politicians, armed with Aussie Lamb, set out with an official proposition for the Kiwis: to put all the petty stuff behind us and unite to create New Australia-land. With the charismatic New Zealand Prime Minister Jacinda Ardern as its new leader. A new country. A better country, united by Lamb. To help make the new nation official we asked the public to vote on a flag, we also developed a new national anthem and dish, and to cap it all off we hosted a BBQ in the Tasman Sea.
NRMA: Home Insurance for Koalas
The Monkeys Sydney, part of Accenture Interactive
NRMA Insurance believes that every home is worth protecting. That’s why they pledged to help protect the home of one of Australia’s most iconic citizens; the koala. Every day up to 1000 football fields of the koala’s native habitat is destroyed, leaving the species in a serious battle to avoid extinction. To help ensure the future of koalas, NRMA partnered with Conservation Volunteers Australia and launched the initiative ‘Home Insurance for Koalas’. It was supported by an integrated campaign that included an emotional film starring Australians highest-paid koala, OOH, an interactive Chatbot, an informative website hub, and even Blinky Bill got on board for a radio spot.
BCF: Camp Pain
The Monkeys Melbourne, part of Accenture Interactive
Showing how things can go wrong in the outdoors without the right gear and expertise, we evolved the familiar “BCFing” song to tell the story of one family’s disastrous camping holiday. On the trip they encounter ferocious possums, poisonous berries, and marshmallow mishaps, before deciding to visit the experts at BCF for some help.
Drink Wise: The Internet Remembers
The Monkeys Melbourne, part of Accenture Interactive
Drunk URLs remind young Aussies that when they drink too much and embarrass themselves, the evidence lives on the internet, forever. And, the URLs actually work.
Mountain Goat Beer: 13GOAT
The Monkeys Melbourne, part of Accenture Interactive
You wouldn’t think that goats would make very effective employees, but Mountain Goat Brewery begs to differ. Part giveaway mechanic, part customer service centre, 13GOAT is a call centre run by goats whose sole purpose is to give away a year of very enjoyable GOAT beer, or a trip to the GOAT brewery in Melbourne. With over 170 possible scenarios, the interactive campaign saw interested punters call and talk to screaming goats or had them listen in to an episode of ‘Goats of our Lives’. Once they completed their 13GOAT journey, they were sent a text message with details on how to enter the competition.
The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.