Australia’s Cannes Contenders: Leo Burnett Sydney and Clemenger BBDO, Melbourne

After last year’s brilliant effort at Cannes – Australia was ranked #6 in the world – how will OZ perform at Cannes this year?Over the next two weeks in the lead up to the Festival, Campaign Briefwill be showcasing the work we hope will impress the judges…

Canon Photo chains

The idea is simple – A photochain is a growing chain of photos, whereeach shot inspires the next. A chain starts when a person takes aphoto, and then tags a detail in it. This tag then acts as the brieffor the next photographer to go and shoot. They then tag a detail intheir photo, and so the chain grows from person to person. Thephotochains will live online, where photographers can upload photos toexisting chains, or start their own.

WWF Monkey

World Wildlife Fund (WWF) Monkey, directed by Steve Rogers, tells the story of anoriginal space monkey who returns to Earth after being lost in spacefor decades. The film features a new music track by musician Ben Leecalled ‘Song for the Divine Mother of the Universe’, and ‘Space Monkey’will air as both a music video to launch the single, and a long formatcinema spot. During the 1960s, monkeys were sent into outer space aspart of the US space exploration program. But they didn’t all return,until now.

Canon Photo 5

Canon knew that amateur photographers find inspiration in galleries and exhibitions, by having the chance to see through other peopleʼs eyes. And so, Leo Burnett Sydney gave them the opportunity to create their own exhibition, in a way that didnʼt just showcase one person’s way of seeing, but thousands. ʻPhoto5ʼ began with a simple brown box containing 5 simple items. Each item acted as a brief, which we asked photographers to shoot in their own creative interpretation, to form the content of the exhibition. Launched as part of the Festival of Sydney, the Photo5 Gallery showcased over 7000 photographs, each a different way of interpreting one of the five items. Through the experience of seeing so many different creative interpretations to their own, Photo5 created a unique connection between photographers and the brand.

Guide Dogs Australia ‘Support Scent’

Clemenger BBDO, Melbourne

How do you show support for someone who can’t see?

One of the greatest struggles the blind and vision impaired face is theisolation the condition can bring. So when it came to creating a newway to generate support for them, Clemenger BBDO, Melbourne believed itwas vital that it didn’t inadvertently exclude the blind. Anything thatappealed to people’s sight, such as a ribbon or wristband, would intruth only add to the problem. Instead the agency decided to createsomething that appealed to another sense entirely – smell. Thus the agency created a unique fragrance called Support Scent, withthe assistance of KIT Cosmetics, one of Australia’s leading cosmeticsbrands.

Carlton Draught ‘Dry Dreams’

Clemenger BBDO, Melbourne

Carlton Dry, ‘Dry Dreams’ – a Cannes Lion contender for sure – willlaunch on Sunday night, featuring an attempt at breaking the land speedrecord for rubber chicken racing, showjumping on an elephant and skeetshooting with a real tank (complete with live ammunition). The campaign asks blokes, “Have you ever had a Dry Dream?” andchallenges them to send in their most hare-brained ideas for the chanceat having Carlton Dry help make them a reality.

Pure Blonde ‘Dove Love’

Clemenger BBDO, Melbourne

Following on from the award-winning ‘Brewtopia’ campaign, the agencywanted to find a new and interesting way to connect the audience to allthe imagery and iconography, but still be able to surprise and snapthem back to reality. This time, that balance comes via the caring nature of the guy wholooks after the dove – showing a small glimmer of hope that there’sstill some good in all of us – before the dove flies straight into abrick wall. And, with a final ironic touch, werealise the dove is destined to be caught in a vicious circle, never toreturn home to that place, which is still much more pure than yours.