Cannes Contenders: Clemenger BBDO Melbourne

| | No Comments

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…


Myer: Naughty or Nice Bauble
Clemenger BBDO, Melbourne
Christmas is a joyous time of year, but for parents, it’s also one of the most stressful. As Australia’s leading department store, Myer wanted to help. So we took a classic Christmas tradition and reignited the magic back into it.

Introducing the Myer Naughty or Nice Bauble, a not so ordinary Christmas decoration, that parents can assign to a child to show them whether they’re on Santa’s naughty or nice list. Through an app on their mobile phone, parents change the bauble’s colour, green for good and red for… not so good.

Aboriginal Victoria: Deadly Questions
Clemenger BBDO, Melbourne
Non-Aboriginal Australians tend to walk on egg-shells around Aboriginal affairs. To pave the way for the Victorian Government to negotiate a Treaty with Aboriginal people, we needed to disrupt that behaviour.

The Deadly Questions platform allowed Australians to ask taboo questions about Aboriginal culture. An Aboriginal person answered directly. On the campaign website, users could submit a question, which was answered directly to their inbox, published to the site and used as comms. Users could also ask questions via an Alexa skill and a live Q&A panel that toured schools. The campaign pushed site visitation via outdoor and social media.

DrinkWise: The Internet Remembers
Clemenger BBDO, Melbourne
Problematically, young Australians don’t care about the health risks of getting drunk. So DrinkWise spoke to them about something they care about a lot: their reputation – both online and among friends.

AR statues based on the Internet’s most incriminating drunk social posts were placed in and around drinking hotspots; interrupting people’s drinking with cautionary warnings of nights gone wrong – and advice on how to avoid the same vomit-stained fate.

Mars Inc.: The Lion’s Share
Clemenger BBDO, Melbourne
The Lion’s Share is a global invitation to any brand globally using the image of an animal in their marketing to make a contribution to the health of our planet. Once a brand signs up to the Lion’s Share, every time an animal appears in one of their ads they donate 0.5% of their media plan to the Lion’s Share trust. These funds are then dispersed via the UNDP to animals, species and habitats in need.

Founded by Clemenger BBDO, FINCH, Mars Inc and the United Nations, this small change in the advertising industry is already making a powerful difference and has the ambition of raising an ongoing donation of $100M annually.