Cannes Contenders: Host, Sydney

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…

Air New Zealand: Summer Wonderland

Host, Sydney

Christmas is a Northern Hemisphere-dominated event, synonymous with frosty snowmen and frightful weather. Problem is, for the Southern Hemisphere, those things don’t represent Christmas at all. Down here, Christmas is in the middle of summer, not winter. But our warm and sunny festive identity is never represented. At a time of year where bigger brands with bigger budgets were perpetuating Christmas cliches, Air New Zealand wanted to build brand fame and foster pride amongst Kiwis, both at home and abroad. So we set out to give New Zealand a special gift – a chance to break with Northern traditions and embrace their very own Christmas identity – and put Air New Zealand at the heart of the holiday season in the process.

Host #Redefinewomen

Gender equality is a global conversation. But, for all our talk, progress has been slow. So we set out to help the conversation by leveraging a brand with a surprising obstacle. ‘Google: define’, a tool belonging to a company known for its progressive nature, was inadvertently serving definitions that perpetuated out-dated gender stereotypes, like: rabid – “a rabid feminist”. Our shared reference point of language – the dictionary – wasn’t reflecting the changes women have fought so hard to see. We channelled the public’s shock at this discovery in a social movement that appealed to Google to update their definitions. With no budget, we created Instagram tiles containing offending examples, and launched on Women’s Equality Day, capitalising on a contextual news hook. Within a week, Google had commented, saying they were looking into it. And, true to their progressive reputation, they did. Google:define began to change their meanings to define words, not women. Website: https://redefinewomen.tumblr.com/.