Cannes Contenders: REBORN
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…
REBORN
CSIRO, Australia’s national science agency, has been behind some of the world’s greatest inventions, including Wi-Fi, Aeroguard, plastic bank notes and the world’s first flu treatment. While the CSIRO is one of Australia’s most trusted organisations, awareness of its scientific innovations and breakthroughs has been declining in recent years. We needed to come up with an idea that not only showed the public how science and the CSIRO is part of a sustainable world, but also told them in a way that held their interest and inspired them. The brief from CSIRO was to increase awareness for the organisation by starting a conversation with Australia about the problems we’re facing with energy production. In order to not only get this message out but also to use as a platform to reinvigorate CSIRO’s brand, we needed to take the issue of sustainable energy creation and turn it into something simple, easy to grasp, and fun enough to entice a conversation about.