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.
To help more customers, Latitude shifted the (usually adversarial) relationship between people and their finance provider to one of true partnership. A two-way street where both Latitude and everyday Australians share equal responsibility.
This thinking led to a new brand platform. Latitude, Partners in Money.
The essence of that partnership can be summed up in one word: Let’s. A declaration that we’re in this together.
Let’s was launched with a brand campaign based on where people are inspired to try – and buy – new stuff: their social feed. The campaign itself even acted like a feed. Dismantling and rebuilding itself depending on what viewers like to look for online.
Sydney Children’s Hospitals Foundation: Curing Homesickness
Australian’s mostly donate to individual illnesses, not the hospitals that treat them. So, we found something every kid in hospitals suffer from: Homesickness.
We unified 8 children’s hospitals under one mission; cure homesickness.
To launch curinghomesickness.org we told the story of Ali, a homesick little girl in hospital who missed her mum’s pasta sauce. 47 brands, news channels, influencers and celebrities played a role in the film.
Every scene in the film was to mirror the real world – so the brands that came together launched those same experiences, media coverage, social posts, fundraisers, and products for real.
Four Seasons Condoms: Generation Intervention
Australia is in the midst of a sex recession.
Young Australians are having 50% less sex than previous generations. Societal pressures, tech use and mental health issues are up, and libidos are down.
So, how do we get 18-24-year-olds back in the sack?
We don’t. We have the generation that’s had far more sex than them do it for us…
We encouraged parents to have a more progressive chat with their children. A check-in to discuss the importance of a healthy, happy sex life for a healthy, happy mind. We armed them with educational packs that included a range of Four Seasons products to gift their adult children. Collaborating with a sexologist, it also contained an instructional guide and conversation starter cards to spark a genuine dialogue between generations.
To kickstart interventions everywhere, we engaged the parents of influencers, and had them infiltrate their adult children’s social channels, surprising their kids with ‘The Talk 2.0’ while they streamed. Street posters, social posts and an advice hotline operated by real parents directed parents to get their free Generation Intervention Pack online.
At the time of writing, the campaign has achieved 195 media coverage clips generating 58.2M impressions and 100% positive sentiment.
In the month the campaign launched, there was an encouraging 14% increase in sales on the YA and an increase in market share of 7%.
The ongoing success of the campaign will be measured against the long-term metrics set in place by Four Seasons Condoms.
RACV x TAC: The Booster Tag
Two of Victoria’s most trusted brands, RACV and TAC, joined together to educate parents around car booster seat safety. Parents are unknowingly putting their children at risk of serious injury by moving them out of a booster seat before it’s safe. Most think this can happen at 7 years of age. But in fact, it’s safest to keep children in a booster seat until they’re 145cm tall.
The Booster Tag is a simple, innovative solution that reframes booster seat safety in terms of height, not age. Turning any kids’ t-shirt into a potential road safety tool. No matter how old a child is, if they fit clothing displaying this tag it’s likely they’re still under 145cm tall and are safest travelling in a booster seat on our roads.
The new label icon, in the shape of a smiling booster seat, is designed to sit alongside existing care instructions in any t-shirt that fits children under 145cm tall (sizes 4-11). Letting parents know to keep their child in a booster seat if they still fit clothing that displays the icon.
The Booster Tag is open-sourced and designed to be adopted by any brand in the country. High-profile children’s clothing manufacturers Oobi, Minti and Little Horn have already adopted The Booster Tag in their ranges. Myer has also incorporated The Booster Tag message onto selected garments across its popular Milkshake range.
With 100x zoom, the Samsung Galaxy S20 Ultra has the best camera in smartphone history. To launch it, we did something massive by doing something tiny. Microcodes. Tiny codes were hidden in S20 ads around Australia, invisible to the naked eye. Each spelled the word ‘phone’ in a unique way. By finding the phone in the phone ad, anyone could win a free phone. But without the 100x zoom – the easiest way to see the codes – people had to get creative. From billboards to newspapers to TV commercials, no pixel of our ads was left unexamined. Online communities shared tip and cheats. People tried to hack us. One guy even gave a demo on how to be retargeted by banner ads. The campaign was the ultimate product demonstration…without the product. Proving why you need the product.
Velocity Frequent Flyer: Air Affairs
Working with world-renowned illustrator Noma Bar, we created a series of eye-catching OOH for Velocity linking World current affairs to frequent flyer behaviour. Striking parallels between Velocity Points and Brexit saw Boris Johnson getting kicked in the face. Donald Trump pathetically wedged between two chopsticks to reflect Asia’s dominance over America (in holidays). And a man’s head was kicked off after the pay gap in Points swings in favour of women.
Jemena: Once you get it, you’ll get it
Sell an invisible product we don’t actually produce, that fuels appliances we don’t sell. With that task in mind, we put a spark to the most unique and tangible aspect of Natural Gas cooking and heating: The flame. And using more than a little hyperbole, we heightened the emotional and practical benefits that the natural gas flame brings to everyday living. Once you’ve got it, you’ll get it.
The entry deadline for Campaign Brief’s The Work 2020 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.