Cannes Contenders: 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…
TBWA\Melbourne, TBWA\ Auckland
ANZ Bank was entering its 11th year of support for Sydney Gay and Lesbian Mardi Gras, and fifth as partner of Auckland Pride. After years of celebrating the events in a fabulously, fun spirit they wanted to do something that contributed to LGBTI equality in a different way. One that showed a deeper understanding and empathy. The work was based on a universal insight. Even in 2017, and even if you’re ‘out’ and completely comfortable with your sexuality, the simple act of holding hands in public can still be difficult for many couples. It can be awkward, tense, or even scary – sometimes making it easier to just let go. So ANZ encouraged people to #HoldTight. Making the most basic gesture of love mainstream conversation, and spreading a message to the community to ‘stay strong, be resilient, equality is coming.’
TBWA\Melbourne
Shot by Christopher Riggert (Finch), this is the story of a father taking his son on an epic adventure to dramatise the power and class-leading fuel economy of the Nissan Navara. They join a herd of wildebeest as they migrate across the wild plains of the African savannah. Problem was, the migration season didn’t allow for filming of any real wildebeest in their environment. This epic adventure had to be brought to life without filming any actual wildebeest. Thankfully Blackbird created a few hundred for us. They were modelled, sculpted, rigged and lit. They employed dynamic interactive fur, male and female beasts with multiple variations of textured hides. Australia was made to look like Africa and every element was painstakingly crafted to work together seamlessly.
TBWA\Melbourne
Directed by Paul Middleditch, the campaign for mobile payments is based on another simple human insight: The better the tech, the sooner we all take it for granted. The thing that sets this campaign apart is the sheer-honesty of the story telling, in which ANZ customers use – and more importantly, grossly misuse – the latest mobile payment offerings from the bank.