Cannes Contenders: M&C Saatchi Sydney

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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…

M&C Saatchi Sydney

The ‘Sink the Whaler’ donation box was used in various fund raising events by Seashepherd. These events were held in public  places like beaches and the harbour foreshore. The donation box (made from a miniature model of a whaling ship) was placed inside a fish tank. When people donated, the weight of the coins made it heavier and heavier until it finally sank to the bottom.

M&C Saatchi Sydney

Every years thousands are dogs have to be euthanized because they can’t find a proper home. Doggie Rescue wanted to a campaign to get more people to adopt or foster shelter dogs. Rather than make people feel sorry for shelter dogs, M&C Saatchi decided to show what’s in it for them. Adoption benefits the owners too as dogs encourage a healthier lifestyle. Based on this insight, the agency created a campaign that showed dogs rescuing their owners from symbols of unhealthy lifestyles. The sentiment was summed up by the line: Rescue a dog and it’ll do the same for you.

IAG

M&C Saatchi Sydney

In 2013 IAG became involved in Australia’s 500th Reconciliation Action Plan (RAP) – a commitment to recognising and solving inequalitty between Indigenous and non-Indigenous Australians. They believed that this was a real opportunity to convey a clear and achievable plan, whilst celebrating the lives and stories of Indigenous people. The result is demonstrated in their RAP brochure, which brings together portraiture, art, transcripts and conversations to create a cohesive and optimistic viewpoint, which helps to inform a better future for all Australians.

M&C Saatchi Sydney

Optus is the second largest telecom in Australia. In recent years, the once challenger brand had lost its way, losing relevance and brand consideration from a once loyal customer base.

Optus had to set things straight, re-engineering itself in order to win back its customers’ hearts. A new identity was launched to coincide with a series of product and service improvements and innovations. The new identity introduced a new logo using their mantra of ‘yes’, a hand-drawn typeface, a playful tone-of-voice, and the introduction of a mascot. Together, these help demonstrate a friendlier, more approachable telco that puts customers first.