Cannes Contenders: VML Australia

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…

Uniqlo: Uniqlo Match

A playable catalogue that learns what you like as it challenges you to unlock this season’s latest looks. To play, fans needed to quickly swipe through outfits and match the items to the models for a chance to win. Any items fans came across during play they liked could be quickly added to a bag for later with discounts and suggestions being offered at the end of each level to encourage in game purchases. Match exposed fans to a huge range of looks, and this curated approach to online shopping resulted in UNIQLO’s biggest e-commerce week to date.

Kellogg’s Nutri-Grain: Throwdowns

A mass-multiplayer social sports tournament which saw tens of thousands of Australian teens compete in 21 physical and creative challenges, battling for prizes and more importantly, their social reputations. Gamers progressed through levels and harder challenges, creating branded content along the way, until the ultimate Throwdowns champion was crowned.

Vitality Brands: The Reapply Reminder

Created in conjunction with Vitality brands, supplier & commercial partner of sunscreen to brands such as the Cancer Council, the Reapply Reminder is the first connected bottle of sunscreen capable of notifying you when you need to reapply. With over 2000 Australian treated for skin cancer everyday, skin cancers caused by over exposure to the sun have been on the rise for the past decade. To help remind the 12 million people that will visit the beach each year of when to reapply. The Smart Sunscreen Bottle sends a signal to your phone when you apply sunscreen, triggering a custom reminder based on your current location, temperature, uv rating and time of day, to ensure you never get burnt.

Hyundai: Powerplays

To amplify Hyundai’s sponsorship of the 2015 ICC Cricket World Cup, we created Sonata Power Plays – a real-time activation that allowed Hyundai to own every big moment of each and every game. Every time a major play was made, bespoke creative was activated live, giving fans the chance to unlock a Hyundai Sonata and other prizes. Over the 44 days of the Cricket World Cup, Hyundai Power Plays engaged hundreds of thousands of unique players, putting Hyundai at the heart of every celebratory experience.

Transport for New South Wales: Ride to Live

In 2013 motorcycles were involved in 15% of deaths on NSW roads, despite only accounting for 3.7% of all road users. So in 2014 VML & GPY&R partnered with the NSW government to launch RidetoLive.com, a virtual training center that helps riders up-skill their abilities while embracing their passion for the road. Comprised of an interactive road trip, which tests riders’ knowledge via 220 degrees of online video that changes dynamically based on split-second riding decisions. A fully responsive trip planner curates rides from across NSW to serve custom trips that showcase popular routes and places to visit alongside invaluable safety information specific to each journey.