Cannes Contenders: DDB Sydney

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…

Everyone loves Big Mac Special Sauce. So for the very first time, we took the sauce outside the burger. We produced limited edition bottles, auctioning #001 on eBay. It sold for over $20,000. We then challenged Australia to ‘mac’ anything better with limited edition Special Sauce tubs. Which they did in their thousands, ‘Mac’ing’ everything from fish and chips to haute cuisine; better.

McDonald’s: Extraordinary Lunchbox

McDonald’s Australia was suffering significant declines in foot traffic during lunch periods. So when launching a new steak lunch menu, instead of waiting for people to come into McDonald’s, we went to them. We took a giant lunchbox to Australia’s most popular lunch spots. But this was no ordinary lunchbox, when it opened it transformed into a fully-functioning McDonald’s restaurant.

WGEA: Daughter Water

Research shows that when a CEO has a daughter, the pay gap in their company shrinks. So we created ‘Daughter Water’, a product we claimed was specially formulated to help conceive a girl. This was sent to 3000 CEOs… along with Women’s Gender Equality Agency pay 
equality toolkits.

Expedia: Your Somewhere

Australia is geographically a long way from the rest of the world. This partly explains why Australians are such passionate travellers. This commercial for Expedia captures that passion. Often, people treasure a photo or printed picture of a place they’ve always dreamed of visiting. We see a diverse range of characters in their normal everyday lives, pausing for a moment to look at that picture of their somewhere. Each of the characters sings ‘Somewhere over the rainbow’ from the classic film Wizard of Oz in a personal style, that delivered genuine emotion.