Cannes Contenders: Cummins&Partners Melb

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...

ARCBS0178_Boy_with_flag_DSCF6124_RGB_flat_SMALL (1).jpgThe Australian Red Cross Blood Service: 42
Cummins&Partners, Melbourne
In 'The Hitchhiker's Guide To The Galaxy', Douglas Adams wrote that the number 42 was the answer to the great question of life, the universe and everything. But it's taken until now, 40 years after Hitchhikers was first published, for the Australian Red Cross Blood Service to finally reveal what makes this number is so special.
MOVEMBER_Bike (1).jpgThe Movember Foundation: Unmute
Cummins&Partners, Melbourne
Men will share just about anything online. Except how they're really feeling. So on World Suicide Prevention Day, Movember decided to teach men how to open up in a format they're all familiar with - the online how to video. Designed to autoplay in Facebook feeds without sound, the subtitled videos grabbed men's attention by offering to show them a handy tip. But when the videos were unmuted, it was clear the men in the videos were actually demonstrating far more important skill - how to tell someone that you're struggling.

Most Interesting Interview.jpgThe Australian Secret Intelligence Service: The Most Interesting Interview
Cummins&Partners, Melbourne
How does a secret organisation that no one has heard of, recruit for a role most people don't know exists? Simple. They invite the whole world to a job interview. But not just any job interview. "The Most Interesting Job Interview", a mental obstacle course designed to simulate some of the skills required for a career in espionage. 

OB_1200Wx300H px (1).jpgReflex Paper: It Always Looks Good on Reflex Paper - Postman
Cummins&Partners, Melbourne
With a sharper print, Reflex paper helps businesses create a great impression. Everyone knows the saying 'It looked good on paper'. We took it to the next level, highlighting that the persuasive powers of Reflex paper are so strong, even the most implausible, absurd ideas seem feasible. This lands our protagonists in some precarious, humorous and outright ludicrous scenarios. Because, well... it looked good on Reflex paper.

OB_1200Wx300H px (1).jpgReflex Paper: It Always Looks Good on Reflex Paper - Solar Power Farm
Cummins&Partners, Melbourne

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