Cannes Contenders: Saatchi & Saatchi 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…

Saatchi & Saatchi, Sydney

Saatchi & Saatchi Australia developed a way to deliver emergency communications to outback Australia via Toyota LandCruisers. It’s a well-known fact that the Australian outback is a vast, harsh and unforgiving place. 5 million square km (over 65% of the country) receives no mobile signal. In times of emergency the lack of reception can be incredibly dangerous. However, while you might be far from a cell phone tower in the outback you’re never far from a Toyota LandCruiser. That’s why Saatchi & Saatchi, in partnership with Flinders University, is pioneering a new device that can be fitted in Toyota LandCruisers, enabling them to create a pop-up  emergency network that will bring communications to the most remote parts of the outback. The device has been engineered using a clever mix of WI-FI, UHF and Delay Tolerant Networking (DTN) technology, an area that lots of people are looking into – including NASA for interplanetary communications, to turn vehicles into communications hotspots each with up to a 25km range.