Cannes Contenders: Clemenger BBDO 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…

TAC: Meet Graham

Clemenger BBDO, Melbourne

Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, part educational tool and ultimately a catalyst for conversation, Graham shows us how humans would need to change to survive a car crash. Over several months a trauma surgeon and a road safety engineer collaborated with a world-renowned artist using decades of road safety data, medical research and creativity to deliver evolution underpinned by evidence. Designed to generate discussion around human vulnerability on the road, he certainly achieved that. Within 24 hours of launch this unforgettable face was seen in 190 countries and sparked a global debate around road safety as he was discussed, debated and even memed.

Myer Give Registry: Helping women rebuild their lives, one piece at a time

Clemenger BBDO, Melbourne

When a woman leaves abuse, all she often leaves with is her life. Myer, Australia’s leading department store decided to help in a way only a department store could. A twist on the traditional department store ‘gift’ registry, The Give Registry is a list of essential items selected by survivors of abuse, who understood the needs of those rebuilding their life. Items can be bought and donated to victims of family violence by Myer customers. Myer then matches every donation one-for-one. The Give Registry operates in all 66 Myer stores around the country.

Snickers: Hungerithm

Clemenger BBDO, Melbourne

Chocolate bars are one of the most frequently promoted categories in food. Snickers needed to find a way to tell its ‘You’re Not You When You’re Hungry’ story that rose above the promotion noise. We created the Snickers Hungerithm: a hunger-algorithm that monitored online mood and priced Snickers at 7-Eleven accordingly. The angrier the Internet was, the cheaper Snickers became. The algorithm was built on a 3,000-word lexicon, analysing over 14,000 social posts and updating Snickers prices over 144 times daily. People could monitor the mood online  and generate an instant Snickers barcode directly to their mobile to redeem at a nearby 7-Eleven with just 2 clicks. No downloading apps or printing necessary.

Airbnb: Until We All Belong

Clemenger BBDO, Melbourne

The Acceptance Ring. Wear this ring and show your support for marriage equality. Australia is the last Western country to not recognise same sex marriage and this year the government delayed the vote again. Airbnb’s purpose is “We believe in a world where people belong anywhere.” But rather than talk about their purpose, they decided to live by it. The Acceptance Ring was created with support from world-renowned designer Marc Newson. The incomplete ring symbolises the gap in marriage equality we need to close and is intricately engraved with the words ‘Until We All Belong’. Australians were encouraged to wear the ring until such day that same sex marriage is legalised.