Cannes Contenders: J. Walter Thompson 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...

DreamJob.jpgVodafone: Dream Job
J. Walter Thompson Sydney
Vodafone's purpose has always been to empower people through technology and in 2015, Vodafone Foundation developed DreamLab - a mobile app that helps speed up cancer research by crunching data for the Garvan Institute of Medical Research, while the phone owner sleeps (or leaves their phone idle). Each time someone uses the DreamLab app they are helping to solve real cancer research problems - meaning every app user is really a cancer researcher. So, with the DreamLab launching on Apple IOS in 2017, Vodafone and J. Walter Thompson harnessed the power of the world's largest professional network, LinkedIn, and launched a recruitment campaign inviting people to download the app to start their DreamJob as a Cancer Researcher. LinkedIn has a built-in function that automatically notifies your connections when you start a new job. So, the agency simply recruited the most connected influencers on the platform to change their job titles to 'Cancer Researcher at DreamLab App', instantly notifying their hundreds of thousands of connections that they'd started their DreamJob fighting cancer. The title change created a thunderclap moment and a tsunami of notifications were sent across the world, inspiring hundreds of thousands of people to download the DreamLab app and start their new DreamJob fighting cancer.
VirtualEquality.jpgVirtual Equality
J. Walter Thompson Sydney
The same-sex marriage ballot was a traumatic time for many - not only the LGBTIQ community, but also their extended families and communities. Queeraz, a global social network connecting the queer world, wanted Australians to experience all of the love and joy of a same-sex marriage before they cast their votes. To show that love is love however you skin it. But with same sex marriage illegal, the only way that was possible, was by experiencing it through virtual reality. So J. Walter Thompson filmed a gay wedding in New Zealand using 360 cameras, before inviting influencers, politicians, media and the public to a 'virtual wedding' activation in Sydney, during the lead-up to the marriage equality vote. With the bill still needing to pass through parliament, the agency also targeted politicians directly. Bespoke rainbow-branded Google Cardboard headsets were sent to media and all 150 sitting politicians, letting them experience the virtual wedding through an interactive 360 film hosted on a mobile site. For the first time, virtual reality was used as a social protest, delivering a powerful message that became a rallying cry of the YES campaign: 'Australia. It's time to make marriage equality a reality'.

AVON_Hero[3] (1).jpgAvon: Rethink Praise
J. Walter Thompson Sydney
Last year Avon commissioned research in Brazil that showed that 80% of praise for girls is based on how they look, while boys are praised for their talents. This unequal praise can limit a girl's potential as she grows up to believe her worth is based purely on her attractiveness. J. Walter Thompson launched Rethink Praise, a project designed to address ingrained gender bias and change the way society praises girls - to tell them they are more than pretty. It was crucial that Avon reached people in an unexpected way to expose the issue and incite behaviour change without making parents feel guilty, so the campaign launched with a feature-length documentary showing how parents of mixed-gender twins unwittingly give their kids unequal praise. The project was aired on Brazil's most popular news program, was supported by UN Women, and screened in cinemas, VOD, on TV and at schools. J. Walter Thompson created a range of educational tools to help parents and teachers pledge to give girls equal praise. A dictionary gave parents positive words to choose from. Influential YouTubers talked about the long-term effect of unequal praise. And Avon's representatives became advocates, getting mums to make the pledge to tell their daughters they're more than pretty. The campaign reached 38 million and initiated conversations online and offline. Even Avon's main competitors reposted its campaign on their own social channels to support the project. The effect of praise became a subject of debate in schools and parents' groups and created the social traction intended with Avon becoming the most loved and remembered brand in Brazil during the project.

Subway.jpgSubway: Live Feed
J. Walter Thompson Sydney
Subway believes no-one should ever go hungry, so J. Walter Thompson and Subway created a movement to fight world hunger and launched Subway Live Feed - a global activation with a giveback at its heart. For one day, in over 40,000 restaurants across 60 countries, every time a Sub was bought, Subway gave a free meal to charity. Using a live API, Subway scraped data from point-of-sale devices at Subway restaurants, and used dynamic data visualisation to display a live tally of the number of meals it was donating in real time, and displayed the Live Feed ticker in-store, via social, on digital and on dynamic billboards. Visualising data in real time created a Mexican wave of conscious consumption as sales increased exponentially. The more visibility Subway created, the more the contagion spread worldwide. Customers could see their purchase push the ticker ahead and track the actual number of meals being given to local hunger-relief charities, influencing others to join the Live Feed. In just one day, Subway gave over 13.3 million free meals to people in need.

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