The Work 2024 Contenders: The Royals
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is The Royals’ Top 3…
Brain Cancer Center: The Public Diagnosis
The Royals
Driving awareness today to attract resources tomorrow, so that one day no lives will be lost to brain cancer.
Brain cancer is the most deadly form of cancer. Its prognosis hasn’t changed in 30 years.
The Brain Cancer Centre launched in 2022 with a mission: to reach a day where no lives are lost to brain cancer. This mission requires billion dollar investment. But first, they needed to put the disease high on the public agenda.
Each year, 2000 Australians are effectively dealt a death sentence – behind closed doors. To reveal the damning status quo of the disease, the Brain Cancer Centre launched The Public Diagnosis, a series of real diagnosis moments interpreted and broadcast in public spaces.
Tangerine: When the internet gives you lemons, get Tangerine
The Royals
Taking the confusion out of telco with Tangerine: Australia’s uncomplicated internet provider.
For too long, Australians endured an internet duopoly and a botched NBN roll-out that bamboozled customers. Tangerine entered the fray as a consumer champion, here to make things easier. But for their first 10 years, the provider relied on citrus puns and no solid proposition.
To boost Tangerine’s growth, we refreshed the brand around a new positioning, ‘Australia’s uncomplicated telco’ that informed a bold and ‘Refreshingly Simple’ tricolour world and a guiding role for their mascot Peely. Using clean space, stark shadows and pops of orange, we took Tangerine from zesty orange confusion to confident customer hero, fuelling exponential growth.
CC’s: Telenova
The Royals
Snackbrands Australia and CC’s embrace the dramatic world of Telenovelas to create a Si Si Sitcom.
With a cast cheesier than nacho chips, the latest campaign for Snackbrands Australia’s CC’s dives headfirst into the melodramatic world of Mexican soap operas with a launch TV spot that feels like a mini-episode of a genuine telenovela.
The “Si Si Sitcom” series is spoken in Spanish and subtitled in English, and features a drama in which CC’s prove to be irresistible for the cast of characters.
Launching with an eccentrically melodramatic proposal, the first spot returns to CC’s long-standing positioning of ‘irresistible’, bringing to life the iconic line: “You can’t say no” with an enthusiastic ‘Si!’.
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 ricki@campaignbrief.com.