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…
DSS: Stop it at the start
This is the second phase of the Australian Governments intergenerational behaviour change campaign to prevent violence against women. ‘Stop It At The Start’ encourages the millions of Australians who influence 10-17yo’s to understand the impact that their own behaviour and language can have. To understand that without realising it, things they say can be interpreted in ways never intended and encourage disrespect. It asks them to recognise and reconcile their own attitudes and behaviours and actively respond in a way that discourages disrespect. The work may be confronting, but it is a necessary approach and is sparking ongoing conversation nationwide.
Christmas time is expensive for families but no-one should have to compromise on quality. With ALDI, every Aussie can spoil their family no matter their budget or how many unexpected guests turn up. It’s the second year we’ve used The More The Merrier as it’s enabled us to demonstrate the incredible value ALDI offers, embodying the Australian generosity of spirit. This campaign celebrates an unexpected guest showing up in the most unexpected place. A blend of myth vs. reality; the magic of a Christmas icon in a real Aussie place, with real Aussie people, and an abundance of delicious food.
Supermarket loyalty schemes have become an addictive grocery shopping habit. Research tells us that customers’ desire to accumulate points is clouding their judgement about where they shop. They think their Colesworth loyalty programmes save them money. But actually they’re paying more for minimal rewards. Shopping at ALDI makes much more sense. This campaign humorously highlights that shoppers would be better-off not chasing points, but switching to ALDI and saving money instead.
Building on the success of its ‘Good Different’ brand positioning, ALDI Australia’s ad campaign dramatising the benefits of its everyday low prices demonstrates that ALDI’s business model enables them to keep prices low across the entire store, meaning shoppers are able to save money on their whole shop. Simply put –save on whatever you want, whenever you want it, that’s Good Different. The beauty of ALDI’s everyday low prices is that you’ll save money no matter what you buy – it certainly takes the stress out of keeping your grocery bill down. Plus, you’ll avoid ending up with a cupboard full of half price tuna.
UN Women: Leave No Woman Behind
“Leave No Woman Behind” was launched to raise awareness and help people empathise with the dangers women face in disasters, crises and conflict settings, especially in darkness. Women and children are 14 times more likely to die or be injured in a natural disaster. In armed conflict, trafficking, child marriage and other forms of violence skyrocket. It is important to consider the unique needs of women and children in emergencies. This film supports fundraising efforts on female-focused supplies, training, and support to vulnerable communities, hoping to reduce preventable female fatalities and violence against women and girls following natural disasters.