Cannes Contenders: Whybin\TBWA, Melbourne

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…

ANZ: Equal Future – Smart Girls

ANZ bank wanted to create a conversation around gender equality, with the intent of empowering women to achieve financial success. We started with a troubling insight. Girls speak before boys do, and read before boys do. Yet women often end up far behind men financially, earning on average $700,000 less over their lifetime. To protest this bias, we created an online film directed by Oscar winner Jane Campion.

ANZ: Equal Future – Pocket Money

ANZ Bank wanted to motivate people to use their #EqualFuture to coincide with International Women’s Day and get people talking about the gender pay gap once again. To gain a fresh and sharable perspective on this issue, we created a social experiment captured by a documentary film maker. Brothers and sisters were asked to do chores around the house. We then paid them for the work, but we paid the boys more money than the girls, just like in the real world. The films show their spontaneous and 100% unscripted responses to the inequity.

Australian Volunteer Coast Guard: Seabay

The Australian Volunteer Coast Guard rescue thousands of Aussies every year, but they do so out at sea, and out of sight. We needed a way to make their work relevant to the millions back on shore. We found that Coast Guard volunteers rescue more than just people lost at sea. While out on the water, the volunteers come across lost items too. That led us to the idea: sell items recovered by or used by Coast Guard volunteers to raise awareness and funds for the Coast Guard. We partnered with eBay to create Seabay, a unique auction site where people could bid on recovered items and equipment used on rescue missions.

Nissan: Human Spec Sheet

Our task was to promote Nissan’s new range of passenger vehicles, a range that boasted more specifications than ever before. To highlight just how many innovations were packed into the new Nissan range, we enlisted the man with the best memory in the world: two-time World Memory Champion Jonas Von Essen. We challenged him to recite every specification in each new Nissan from memory, while being hurtled around custom tracks designed to show off the car’s unique features. We reinvented the spec sheet, turning forgettable facts and figures into tyre squeals and engin