Cannes Contenders: M&C Saatchi

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...

Screen Shot 2016-05-09 at 7.53.16 am.jpgCommBank: When We Believe, We Can
M&C Saatchi, Sydney
An iteration of Commonwealth Bank's inspirational Can brand positioning with a campaign that celebrates the innate positivity of children and reminds us that we can still be anything we want to be. The campaign is spearheaded by an epic 90" launch film directed by Goodoil's Hamish Rothwell, who rehearsed the numerous young actors alongside their real-life counterparts until their performances and choreography exactly matched the professions they were playing. The end result is a spectacular reminder that when we were young, anything was possible - and with a little 'CAN' - it still is.
2_LitreTowels (1)-thumb-400x285-204148.jpgAustralian Weaving: 2 Litre Towel
M&C Saatchi, Melbourne
We tested the absorbency of Australian Weaving's towels and discovered they could soak up almost twice as much water as cheap imported towels. An incredible 2 litres of water. So we turned our competitive advantage into a brand.

LEXUS_HBC_panels-thumb-400x266-191889.jpgLexus Australia: Lexus RC F - the world's first car with a heartbeat
M&C Saatchi
The all-new Lexus RC F, a 5.0L V8 performance coupe, is the purest embodiment of the Lexus F division performance philosophy. We set about developing a way to show the world exactly how thrilling it is to drive, changing the performance conversation from specifications and outputs of the car, to a physical reaction when you connect car and driver. We combined a selection of major panels from the car, an experimental electroluminescent paint, custom shields, wireless heart monitors and biometrics to display the driver's heart rate on the outside of the car in real time. Then raced it, at night. It was irrefutable, a physical response of pure enjoyment that was on display to the world as opposed to a set of questionable performance figures or obscure telemetry. By leveraging these breakthrough technologies, we had created the world's first car with a heartbeat.

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