The Work 2024 Contenders: Today the Brave
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Today the Brave’s Top 3…
HOYTS: See the Big Picture
Today the Brave
In a world dominated by small screens, we needed to find a way to remind Australia about the magic of the big screen.
Instead of shrinking our big-screen content down to fit small mobile formats, we remained true to our epic cinema-sized proportions, and created a series of films deliberately designed to be mobile and social unfriendly. In fact, the smaller the screen size, and the more disruptive it was for the audience. Every single small screen became a reminder of the magic of the HOYTS big screen.
Fetch: The Way to Watch
Today the Brave
Streaming services. There are a lot of them. And with 2.35 million movies and shows across dozens of different platforms, the average adult will spend around 2,943 hours of their life just trying to decide what to watch.
And that’s where Fetch TV comes in – a simple way to find what you’re looking for, no matter which platform it’s on.
We created TV purgatory, where a dystopian tower of TVs rose from the baron wasteland as metaphor for the frustrating limbo we all find ourselves in as we painfully navigate all the content out there. The TV tower became a consistent campaign device Used across OOH, social, digital and film channels, serving as a constant reminder that Fetch is The Way to Watch.
Carnival Cruise Line: 100% Holiday
Today the Brave
A Carnival cruise is different to other holidays. No airport queues. No unpacking and repacking. No planning. It’s all holiday from the moment you step on board. Which got us wondering… how much actual ‘holiday’ is there in other types of holidays?
So, we commissioned a holiday research paper, and the results were staggering. Turns out Australians are spending a lot of their holiday, not being on holiday. It was time for Australian to reassess how they spent their holidays.
Introducing 100% Holiday, a campaign designed to encourage people to re-evaluate their holidays. Armed with our research and vast audience data, we were able to create a hyper targeted campaign, catering to specific audience segments and family dynamics, ultimately, letting people know that only a Carnival holiday is 100% Holiday.
The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email ricki@campaignbrief.com.