The Work 2024 Contenders: M&C Saatchi

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is M&C Saatchi’s Top 3…

Minderoo Foundation: Plastic Forecast
M&C Saatchi
Plastic production is destroying our planet, but big-spending plastic lobbyists ensure meaningful change is near impossible. As the UN met in Paris to discuss, we attached the devastating effects of plastic to something ‘big plastic’ couldn’t control – the weather. The Plastic Forecast combines landmark research on plastic in rain with real-time weather data to provide a daily estimate of ‘plastic rain’. It was launched on the eve of the UN’s talks, with French news networks including our forecast in their daily weather reports for the entire week. A typically untouchable media channel.

Minderoo Foundation: We are the Warning
M&C Saatchi
The vaping industry was recruiting a new generation of nicotine addicts. The Minderoo Foundation advocated for immediate action, but the consequences of vaping remained unclear to decision-makers. The only people who knew the true harm of vaping were the young Australians whose lives were being destroyed.

So we got young Australians whose mental and physical health had been affected to write their own warning labels, presenting them to decision-makers while reforms took shape. We also launched UNCLOUD.ORG, a platform for them to warn other young people of the horrors of vaping addiction.

BWS: ID Checks
M&C Saatchi
Bottle shops are legally required to check the ID of anyone who looks younger than 25.

But young people didn’t like feeling judged and BWS staff felt awkward asking.

So how do you get a young person to do something? Make it their idea.

Instead of making ads, BWS leaked a ‘secret verbal discount code’ that involved proactively showing your ID.

It was discovered and used by more than 8000 people in the first week.

By making young people feel like they were winning, BWS turned an annoying ID check into a highlight of their night.


The deadline for Campaign Brief’s The Work 2024 is Friday May 3. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email