Cannes Contenders: VMLY&R Melbourne


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…


Monash University: Change It
VMLY&R Melbourne
When Monash University launched its new campaign, IF YOU DON’T LIKE IT, CHANGE IT, it provoked the nation. Monash partnered with Australian hip-hop duo, A.B Original, known as much for their music as they are for their outspoken views on Indigenous issues and social injustice. For the first time ever, A.B. Original collaborated with a brand and dropped a new single, ‘BLACCOUT’, written specifically for the Monash brand film. It was the most requested song on Australia’s number one youth radio network, and the most complained about, sparking a nation-wide debate about how we need to make positive change.

Legacy Australia and RSA NZ: Anzac Half Biscuit
VMLY&R Melbourne
The Half Biscuit was created with Legacy Australia and RSA NZ to remind people that Anzac Day is shared between two nations. We had noticed the day was more and more being commemorated in isolation – going against the whole point of ANZAC. The Half Biscuit – is a biscuit split in two, with one half packaged up and going to Australia and the other half to New Zealand, giving people the opportunity to share Anzac Day with someone from across the Tasman and remember the sacrifices made by each country. We launched with a film that reunited two war veterans from Australia and New Zealand and supported the campaign with outdoor, TV, press and social. The biscuits were distributed at some of the 2 nations biggest sporting events.