Cannes Contenders: 303Lowe, Perth
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
303Lowe, Perth
Ashbeclee is branded content on equine growth hormone. Saddled with the task of convincing 18-34 year old females to spend a day at the races, 303Lowe took the experience online and created a seven-part web dramedy. The campaign followed Ash, Bec and Lee over a weekend where they each faced a quarter-life crisis and a drama-filled day at Ascot Racecourse. The series became the hub of the campaign and was surrounded by heavy social media interaction, web banners, additional Facebook content, PR, and digital activations. Virtual viewers were converted into actual race day attendees, and the real Ash, Bec and Lee were on hand to mix and mingle with all of them.
303Lowe, Perth
Sport’s a fickle thing. One minute your team’s up, the next they’re down. And then back up again. And down. And up. And every time this happens, the odds of them winning or losing changes too. To coincide with the Australian Open, Asian Cup and the Cricket World Cup, the TAB – Western Australia’s premier betting organization – promoted their live betting service that allows people to take advantage of these fluctuations by giving live fluctuating odds.