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…
Berlei: Stop Your Boobs Playing Their Own Game
To demonstrate Berlei’s unrivalled expertise in sports support, the agency drew on a little-known truth about breast movement. When women exercise, their boobs move independently of the wearer – and often of each other. While you’re playing your favourite sport, they’re literally playing their own game. The agency used silicone moulded “boob balls” that bounced like real sports balls, bringing this truth to light in a hypnotic, arresting and memorable way.
Meat & Livestock Australia: New Australia Land
When Australia was running into trouble with cheating sportsmen, revolving Prime Ministers and a nation that couldn’t agree on anything, Australian Lamb noticed that New Zealand was doing ‘Australia’ better than Australia. Leading the way with its world-renowned and charismatic Prime Minister, Jacinda Ardern. So, Australian Lamb continued its long-running stand for unity and launched with a two-minute film, as part of an integrated campaign, proposing that Australia and New Zealand put aside their long-standing friendly rivalry and join together to create New Australia-land. The film jokes about the past rivalry, largely caused by Australia stealing New Zealand’s best stuff – desserts, racehorses and celebrities, and sees the Aussies offer up Australian Prime Lamb in exchange for everything great about New Zealand, including their Prime Minister. While she didn’t accept the offer, Jacinda Arden did go on the record about the ad on national TV, and the following week, the idea spread even further with Hollywood A-lister Russell Crowe tweeting about the film and Tourism NZ, Qantas, Air New Zealand and Hawkes Brewing among the brands wanting to join New Australia-land, talking about the campaign and spreading Lamb’s message of unity.
Asahi Premium Beverages: Enter Asahi
‘Enter Asahi’ takes viewers into the enigmatic, layered and mysterious world of Japan. The commercial highlights how Japan exists as both a highly traditional, and incredibly progressive nation. Our surreal journey ends with the master of this strange domain who rewards us by offering a crisp Asahi.
Asahi Premium Beverages: 13GOAT
13GOAT is a launch promo, wrapped inside a choose-your-own-adventure audio experience, wrapped inside a call centre. Over the course of the campaign, people who called 13GOAT were connected to an immersive, branded experience. Every choice leading them deeper into a series of intertwining stories, characters and a tone of goat-related sound effects, and all for their chance to win a year supply of new GOAT beer.
The Monkeys: Monkeys Jumped The Shark
After a year of collecting vitriolic comments from anonymous industry peers about their work, agency and character, The Monkeys engaged designers, artists and typographers that they love to turn the words of hate into works of art; worthy of a pretentious, self-indulgent, art book.