Cannes Contenders: M&C Saatchi, Sydney
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…
Pinnacle Drinks: John Boston – Brewed in Honour of Legends
M&C Saatchi, Sydney
In a country famous for cold lagers such as VB and Carlton Draught and mass produced craft labels such as James Squire, John Boston needed to stand out amongst glossy, predictable, mainstream beer advertising. Long copy posters allowed us to create advertising as crafted as the beer itself. The copy was endlessly refined to tell John Boston’s story with wit, intelligence and humour. More importantly, the campaign stood out and commanded attention.
John Boston’s failure as a brewer also echoed the multiple failures of the Australian rail system. Their (and we’re being kind here,) ‘adequate’ service led to constant delays and large crowds of impatient commuters on most city platforms. Bereft of reading material due to patchy underground network coverage, the cross track long body copy poster allowed us to tell an amusing story before the next 1980s built, un-airconditioned train rolled into the station.
CBA: The Alley
M&C Saatchi, Sydney
The film sets out to demonstrate an experience that feels completely different to what’s gone before. No more waiting for change, keying pins or giving a signature – the way people pay has changed forever. The film sets out to amplify this feeling with an invitation into a world where we
can live differently and move more freely; demonstrated by a group of friends on a night out at a bowling alley – a night where everything seems to have changed. Bowling shoe laces magically tie up, bowling balls appear to be light as air and items can be summoned to their hands. Their world is now as different and magical as, well, their new payment experience.
News.com.au: News In Colour
M&C Saatchi, Sydney
Most Australians get their news from their social feeds. But with algorithms only serving what they’re interested in, people see only a narrow range of topics and stories.
News.com.au is the only Australian news source known for delivering the full spectrum of news – from politics, sports and entertainment to travel, technology and lifestyle – all in one place.
We created “News in Colour” to show Australians that news.com.au was the place to go to find the Royal Commission next to the Royal Wedding, the President’s address alongside “that dress” and ice epidemics as well as ice-cream epidemics. And we did it at the speed of news, delivering each outdoor execution within 24 hours of the stories breaking.