Cannes Contenders: DDB Sydney

How will Australia 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…

Volkswagen Australia: Welcome to the Family

The ‘Welcome to the family’ campaign tells the story of an extended Australian family arriving to celebrate a traditional family get together. From stylish PR consultant Stella to country siders Terry and Kathy to retirees Phil and Gwen, each relationship brings its own dynamic. The different lifestyles and daily demands of each part of the family are reflected in their Volkswagen model of choice. By showcasing 8 cars in the Volkswagen range, we were able to demonstrate that Volkswagen has a model to suit your needs…whoever you may be.

Arnott’s Tim Tams: Together

Since 1964, Aussies have been getting together over a Tim Tam and a cuppa. So to celebrate 50 years of bringing Aussies together – DDB Sydney got some Aussies together who really, really needed it.

McDonald’s: I See Fries

A digitally led integrated campaign, DDB Sydney and DDB Shanghai teamed up with Meitu, China’s largest photo sharing app (the Instagram of China), which has over 20 million daily users. The agencies started with a craving-inducing offer: Free Fries. Then with Meitu they created a bespoke McDonald’s ‘Fry finder’ for the app. The agencies then invited people to take photos of anything that resembled a McDonald’s Fry. Which they could then share and exchange for free fries. DDB Sydney and DDB Shanghai drove people to the ‘fry box view finder’ they created within the Meitu photo app, with point of sale, ambient media, social seeding, and a television commercial. These channels not only generated awareness for the campaign but educated consumers on how the game worked, demonstrating how ‘thin yellow objects’ could remind you of Fries.

McDonald’s Big Mac Legends: Darth Vader

McDonald’s Big Mac. Print, Outdoor and Radio. You instantly know it’s the Big Mac from its 7 famous ingredients. This campaign puts other legends side by side McDonald’s biggest legend, but doesn’t name names, it just shows their 7 famous ingredients. Because when you know the ingredients, you know the legend.

McDonald’s Big Mac Legends: Superman

McDonald’s Big Mac. Print, Outdoor and Radio. You instantly know it’s the Big Mac from its 7 famous ingredients. This campaign puts other legends side by side McDonald’s biggest legend, but doesn’t name names, it just shows their 7 famous ingredients. Because when you know the ingredients, you know the legend.

McDonald’s Big Mac Legends: Marilyn

McDonald’s Big Mac. Print, Outdoor and Radio. You instantly know it’s the Big Mac from its 7 famous ingredients. This campaign puts other legends side by side McDonald’s biggest legend, but doesn’t name names, it just shows their 7 famous ingredients. Because when you know the ingredients, you know the legend.

McDonald’s Big Mac Legends: Ali

McDonald’s Big Mac. Print, Outdoor and Radio. You instantly know it’s the Big Mac from its 7 famous ingredients. This campaign puts other legends side by side McDonald’s biggest legend, but doesn’t name names, it just shows their 7 famous ingredients. Because when you know the ingredients, you know the legend.