Cannes Contenders: Leo Burnett Sydney

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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…

Leo Burnett Sydney

Samsung’s mission is to connect people in new and meaningful ways, always applying connective technology to a very human purpose. As part of an ongoing project to develop this commitment to human technology, Samsung set about tackling an increasingly urgent problem in Australian sport. The problem of concussion. As an answer to this danger, Leo Burnett Sydney and Samsung created the brainBAND – a wearable technology that measures the force of an impact and relays the data to officials, staff and medics on and off the pitch. The band features LED warning lights – yellow, orange and red, meaning a player should be taken off immediately. All data is logged so that over time, players have a complete picture of the forces their brain has been put under. Developed alongside neuroscientists, engineers and international rugby star Izzy Folau, the brainBAND gives the power to reduce damage from concussion at every level of competition and will hopefully contribute to making the sport safer for future generations.

Leo Burnett Sydney

Photography is one of the most popular and accessible ways to express yourself creatively. But so much of photography is taught through studying technique and existing images. There is an abundance of content and events that focus on how to shoot and how gear works. But when it comes to growing creatively and developing your own unique style photographers have nowhere to turn. To encourage photographers to rip up the rulebook of traditional photography and start discovering their inner creative voice Leo Burnett Sydney and Canon created ‘The Lab’ – a series of experiences and content designed to shift creative thinking behind the lens. Lifting photographer’s creativity, rather than their capability.’The Lab’ consists of a series of different experiments; each carefully designed to instigate some serious creative endeavour and mentored by a leading professional photographer.Six photography enthusiasts from our community were invited to a special portrait session with our professional photographer. Each guest was told a different backstory about the person whose image they were about to capture.

Leo Burnett Sydney

With over 125 years of history, Bundaberg Rum is an Australian legend. But in 2015, it had become a bit stale. Younger drinkers were reaching for competitors’ cans. Bundaberg Rum in conjunction with Leo Burnett Sydney needed to create a campaign that would reiterate Bundy’s status as a cultural icon but also make our can fun and relevant for a new generation of Aussie drinkers. We decided to honour our fellow Aussie legends, by raising a can to them. We called it ‘Cheers to a legend’. By placing our brand shoulder to shoulder with these Aussie greats, we sought to reassert our legendary status. But by allowing consumers to mash legends together, we would introduce our cheeky, irreverent brand to a new, younger audience. 11 legends were chosen and their faces were emblazoned on a can. Or rather, two cans. Aussies were asked to cheers those cans to complete a face. Scan it using the Bundaberg image-recognition app and you’re instantly delivered the tale of that legend’s life. But folklore was never meant to be factual. And that’s why you can also mash legends together, creating new legends, such as Magda Cash, a Wimbledon-winning comedienne, Banjo Bradbury, a speed-skating bush poet or Phar Kelly, a bank-robbing racehorse. In total there were 121 possible legends, each with their own unique story the solution devised to meet the brief, including any insights that drove strategy.

Leo Burnett Sydney

We needed a digital idea to launch the Samsung Galaxy Tab S2 tablet and let people know that it has the best screen in the personal device market. The idea we came up with: To use device-detecting technology to target people as they watched our digital spot on a competitor device and deliver the message that the device they’re using has an inferior screen to the Samsung Galaxy Tab S2.To present the message based on the fact that a lot of hard work goes into making the entertainment we love – the epic special effects, elaborate costume designs, highly detailed make up, dangerous stunts and endless rehearsals.Problem was almost 16 million Australians watch all these high quality productions on low quality screens like an old iPad or phone.To deliver this message we teamed up with an actor from Game of Thrones, one of the world’s most epic productions of all time.This particular actor is famous for only saying one word, so we got him to finally speak up against inferior screens.The online spot was designed to look like a trailer for the upcoming season of Game of Thrones and thanks to the device-detecting technology he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen. After all, it’s a waste of everybody’s hard work.The Samsung Galaxy Tab S2, the only tablet with a screen worthy of the things you love, was then presented as the solution.