Cannes Contenders: Wunderman Thompson, 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…

Treasury Wine Estates: Living Wine Labels
Wunderman Thompson, Melbourne
The global wine industry is a $63bn market, with 4,000+ brands added annually. When approximately 64% of shoppers buy based off labels alone it can be difficult for brands to get noticed. Living Wine Labels is an Augmented Reality app created by Wunderman Thompson Melbourne & San Francisco supported by FGMNT in Melbourne and Tactic in San Francisco. When a shopper scans a bottle of LWL enabled wine from Treasury Wine Estate’s range, the label transforms into an immersive storytelling platform brought to life with cutting edge theatre. Living Wine Labels was the wine industry’s first AR platform and Wunderman Thompson have created 52 unique experiences for 40 SKUs across 10 brands in this space, culminating in over 4 million downloads and 17.4 million unique user experiences to date. Don’t just drink wine, experience it.

Foundation Against Child Exploitation (FACE): EmotiCONS
Wunderman Thompson, Melbourne
89% of all sexual advances towards children take place through instant messaging platforms. To emphasize the fact that anyone can look like a friend online, the Foundation Against Child Exploitation (FACE), captured confronting portraits of online predators and masked them with popular emojis to dramatise how these offenders can initially appear, versus their hidden intentions.

The campaign ran throughout Victoria, targeting parents of young to mid-teen children (adults aged 25 – 50), using large format OOH placements in high foot-traffic locations.