Australia's Cannes Contenders: Whybin\TBWA Sydney, GPY&R Melbourne + The Hallway Sydney

How will OZ perform at Cannes this year? Over the next month in the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

Screen shot 2012-06-01 at 4.44.18 PM.jpgAFL 'Game Signatures'
George Patterson Y&R, Melbourne
Game Signatures are a series of posters created by George Patterson Y&R, Melbourne to promote the AFL Finals Series. Drawn from GPS player data the posters were released each week of the finals with the originals displayed at an exhibition and auctioned at the end of the season.
Screen shot 2012-06-01 at 4.50.07 PM.jpgDefence Force Recruiting 'Impossible Airfield'
George Patterson Y&R, Melbourne
Impossible Airfield, an initiative created by George Patterson Y&R Melbourne for Defence Force Recruiting, is a full-scale military operation that sets out to prove to the Australian public that the Air Force isn't made up of just a bunch of flashy pilots.


Screen shot 2012-06-01 at 4.54.50 PM.jpgSchweppes 'Celebrity Cheat Pass'
George Patterson Y&R, Melbourne
Schweppes wanted to get people open to the idea of cheating on their favourite soft drink with the new Schweppes Elixir: The dark mixer. The idea was to create the first official 'Celebrity Cheat Pass' Facebook App. A binding, legal agreement that allows you to cheat on your favourite and encourage all your Facebook friends to join in.


Thumbnail image for Screen shot 2012-02-06 at 11.06.44 AM.jpgNRMA 'Extras'
Whybin\TBWA Sydney
NRMA Insurance (NSW/ACT) highlighted that NRMA Insurance automatically covers the car extras that other insurers might not. It's the parts of your car you love the most, like air conditioning, leather seats, alloy wheels, power steering and even ABS brakes, that may not be automatically covered by other insurers. To them, these could be optional extras, which they won't cover unless you nominate them. In fact, there are so many extras that other insurers don't automatically cover, they've decided to try to create a car using them. The agency partnered with Will O'Rourke and The Glue Society to undertake the ambitious task of creating a complete working 'concept' car out of an array of extras from all different car makes and models. This journey was closely documented over six weeks and available to follow through online content.

Thumbnail image for shane3.jpgM.J. Bale 'Grazed on Greatness'
Whybin\TBWA Sydney
An integrated campaign that saw the sheep graze on the grass of the SCG to create a bespoke wool and new product line.




Screen shot 2012-06-01 at 5.32.27 PM.jpgPedigree Adoption Drive
Whybin\TBWA Sydney

An integrated campaign that has helped re-home shelter dogs in Australia.






Screen shot 2012-06-01 at 5.39.26 PM.jpgMizone 'ZoneLab'
The Hallway, Sydney

Idea: Mizone Zonelab.  Experiments in music to put you in the zone. How it worked: Music, it is said, has the power to take us to a different state of consciousness - a place where physical effort feels easier, you perform better and enjoy it more; a place they call the zone. Mizone put this theory to the test, establishing the ZoneLab to identify the best music to put athletes in the 'zone'. The agency commissioned a Professor of Motivational Psychology, four composers and four regular athletes. Together they created four ZoneLab tested music tracks. Then they gave the music away with every bottle of Mizone that we sold, as a gift-with-purchase to drive more sales.

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