Cannes Contenders: Grey Group Australia

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…

MS Society: This Bike has MS

The debilitating symptoms of multiple sclerosis have been hidden inside the parts of a bike. The frame has been buckled, the wheels deliberately bent, teeth sheared off the gears and ball bearings tucked inside thin handlebar tape making this bike considerably difficult, erratic and uncomfortable to ride. A slightly twisted fork and the constant whirring sound from the gear cassette also feature on the bike built to ride in the 2016 MS Melbourne Cycle. A call out to Australian cyclists saw five time Olympian Shane Kelly step forward to ride it. Kelly struggled to finish the ride. His ride was broadcast online with donations gathered along the way. The bike’s message continues to be shared with bikes being built in many countries and appearances at conferences around the world. The bike continues to raise money for the treatment of multiple sclerosis and improve our understanding of the disease.

Covergirl: Let Girls Be Girls

Surrounded by raunchy film-clips, narcissistic selfies and covergirls photoshopped beyond belief, little girls are growing up too. #letgirlsbegirls is about slowing things down, about ensuring makeup is fun, not a fix for flaws or a way to make improvements. It’s about girls embracing who they are – little  girls. Launched on Studio 10 with the panelists having there makeup done by 5 year old girls along with Miss Universe Australia winner, Tegan Martin posing for the cover of a national magazine to promote the message. This contender is a collaboration between Grey, Melbourne and Grey, Argentina. All images and information about the initiative at letgirlsbegirls.com.au.

SmartTooth

SmartTooth is the world’s first denture implanted with micro-technology that monitors biometric data. With the ability to measure heart rate, acceleration, deceleration, core temperature and recovery, SmartTooth turns what some consider an embarrassment into a competitive advantage. The first SmartTooth was custom designed for NHL superstar, Brent Burns.