Cannes Contenders: The Glue Society

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…

Sky TV, The History Channel: Unforgotten Soldiers

The Unforgotten Soldiers was a tableau vivant installation that brought an old black and white World War One picture to life on the streets of Auckland. The campaign turned a part of Lorne Street into a real life WWI trench, complete with authentic surround sound to take you back to 1915. The 8-hour performance brought to life a typical day in the trench and was all based on real NZ soldiers and their real stories. Everything looked just as it was 100 years ago, authentic army uniforms, weapons, food rations, were carefully crafted to recreate the effect of looking at an old ‘black and white’ picture, but in real life. Directed by The Glue Society’s Pete Baker.

HSBC: Lift

Running a business is about more than just the numbers , it’s about people and human ambition. To encapsulate this, Grey, London created a film depicting one man’s journey, from the launch of his company in 1974 up until the present day, and tells the story of everything he’s experienced in between: the up-and-down, four-decade journey of a business, from start-up to multinational corporation. Directed by The Glue Society’s Gary Freedman.

VW: The Naked Ute

The Volkswagen Amarok was a newcomer to the Australian market, but because of its sleek European styling, hardcore Aussie blokes didn’t think it was tough enough to cope with Australian conditions. So, because people were judging the Amarok by its cover, DDB Sydney’s solution was to remove the cover. DDB stripped the Amarok of everything that identified it, forcing Australians to judge it on performance alone. It launched with a national unbranded campaign on broadcast channels as well as social media, asking Australia to guess what they thought The Naked Ute was. Later, to everyone’s surprise, Volkswagen revealed that The Naked Ute was actually the Volkswagen Amarok. Directed by The Glue Society’s Matt Devine & Jonathan Kneebone.

ANZ: GAYNZ

In honour of the 10th anniversary of the bank’s Sydney Gay and Lesbian Mardi Gras sponsorship ANZ came out as GAYNZ. In a public display of pride, the bank’s Oxford Street branch at the heart of the Mardi Gras parade route, rebranded as a flagship GAYNZ branch.

Directed by The Glue Society’s James Dive & Pete Baker.

TAC: Towards Zero

At the heart of Towards Zero is the belief that human health is paramount to all else. It acknowledges that, as people, we all make mistakes. However, when mistakes happen on our roads they can cost us our lives or cause serious injury. That’s because our bodies aren’t made to absorb the forces of high impact speeds. We are fragile, and there’s only so much physical force we can withstand and this is why we need to build a safer road system. Improving the safety of our roads, our speeds, our vehicles and our people will improve safety for everyone. Directed by The Glue Society’s Jonathan Kneebone.

MasterFoods: Make Dinnertime Matter

2 out of 3 Australian families don’t eat dinner together regularly. MasterFoods inspired families to make dinnertime matter by reminding them who the most important people in the world really are. MasterFoods and Clemenger BBDO Sydney invited real families to casting sessions around the country. They then asked parents and children separately, ‘If you could have dinner with anyone, dead or alive, who would you choose?’ The parents told Clemenger BBDO Sydney who their heroes were. And so did the kids. Except the kids’ heroes weren’t famous, they were their mums and dads. The online film has had over 90 million views and 1.2 million shares. Directed: The Glue Society’s Jonathan Kneebone.

David Jones: Shot by Sound

David Jones launched a collaboration with enigmatic Australian musician Daniel Johns, for its Spring Summer 2015 campaign, in the world’s first fashion shoot captured by musical instruments. #ShotbySound was a collaboration between Johns and David Jones, enabled by Whybin\TBWA, MAUD, Universal Music Australia, Revolver/Will O’Rourke, M.A.P. and The Glue Society. Bespoke technology delivered by Digital Arts Network Sydney. Media strategy by Carat. Directed by The Glue Society’s Pete Baker and edited by The Glue Society’s Luke Crethar.