The Work 2020 Contenders: AIRBAG
With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.
Transport Accident Commission: The Zero Jersey
SDWM
David Rittey, AIRBAG
As the number one sport in Australia, AFL football engages millions of Victorians. With so many local communities affected by road trauma, we chose to demonstrate the meaning behind the Towards Zero message by inviting over 1,000 local football clubs to wear a number that had never been worn before: 0. The goal for the number of deaths on our roads that we wanted to achieve.
The film was used as inspiration for over 1,000 clubs to hold their own presentations and demonstrate why reaching zero is so important; to help keep their friends, families, teammates and club members safe on our roads.
Singapore Tourism Board: City of Possibilities
TBWA Singapore
Steven Nicholson – Technology, Aaron Wilson – Film, AIRBAG
Singapore is innovative, modern, progressive, artistic. So when it came to showcasing it to the world, it had to be well, innovative, modern, progressive, artistic. So we created the City Of Possibilities —an entire country packed into a suitcase, and shipped around the world. creatively reinterpreted the Singapore landscape, and craftied a one-of-a-kind, composite map specially built for a brand activation around the world. The result was an abstract, playful representation of a city that offered an authentic, immersive first person exploration of Singapore, brought to life by merging the physical tactile world of exploration with the possibilities of technology.
NRL: State of Mind
R/GA Sydney
Ariel Martin, AIRBAG
NRL is considered one of the toughest sports in the country, played by millions of Australians, and famed for its hyper-masculine traits of aggression and physicality. This campaign is the first time a positive mental health behaviour (starting a conversation with a friend about their emotions) has been connected with a masculine, sporting behaviour (backing up a teammate on the field).
King Island Dairy: No Ordinary Cheese
Ogilvy Melbourne
Will Horne, AIRBAG
The idea ‘No Ordinary People, No Ordinary Cheese’ captures the spirit of the King Island community and provides insight into King Island Dairy; about the locals and their connections to the land and one another. We worked mainly via word-of-mouth, contacting community leaders to connect with the locals who generously shared their stories of life on King Island and what makes it, and the cheese, so special.
Kayo: Warne Out
Host/Havas Sydney
Ariel Martin, AIRBAG
The spot takes a universal truth – being embarrassed by your parents, and spins that through a comic, celebrity lens. Leveraging the status of Aussie cricket legend Shane Warne, the TVC focuses on Brooke and Jackson being ‘Warne’ out by dad’s overexposure. The ad was pushed-out through tv, online and social, including Shane Warne’s Instagram account, with over a million targeted cricket-loving followers.
Transport Accident Commission & Melbourne International Film Festival: Afterlife Bar
Taboo, Melbourne
Will Horne, AIRBAG
The ‘Afterlife Bar’ script was the winner of the second annual ‘Split Second Film Competition’, an initiative that gives young Victorians the opportunity to have their script funded, produced and aired at the prestigious Melbourne International Film Festival.
Written by 20-year-old RMIT student Alyssa De Leo, ‘Afterlife Bar’ is a dark comedy featuring some well-known celebrities who were taken before their time. The short road safety film doubles as a reminder for cinema-goers to switch off their phones before every MIFF screening throughout the 18-day festival.
CitiPower, Powercor & United Energy: Good People In Power
BWM Dentsu Melbourne
Will Horne, AIRBAG
Real people, and real work is what the ‘Good People In Power’ campaign centres on. With a focus on casting, director Will Horne met with real linesmen and their working partners, getting to know them and what makes their work special, infusing the scripts with authenticity.
The result: a campaign with real faces, and great performances from non-actors – real people with real personality and real experiences.
Freightliner: Freightliner Launch
Akkomplice
Henry Bullen (Lumberfly), AIRBAG
It’s no small feat bringing Australia’s most anticipated truck, the Freightliner Cascadia, to life through high end visual effects. Let alone replicating every detail, when it hasn’t arrived in the country yet and developing creative to span massive 18m wide screens as part of the dramatic launch event.
To accompany the physical unveiling of the vehicle, we were commissioned to create a compelling and dynamic film, which would then be projected onto screens throughout the venue. Elegant and considered animation was utilized to highlight the new tech, features and quality of the vehicle and in order to convey a hand-crafted, miniature model look, anchoring the lighting in a soft realistic atmosphere.
The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.