Cannes Contenders: McCann 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...
Cathay_Returnjourney.jpgCathay Pacific Airlines: A Return Journey Through Scent
McCann Sydney
Cathay Pacific gave people a chance to re-live their travel memories more vividly than ever before with Return Journey Through Scent - bespoke perfumes made from their individual social data. The aim was to remind people that Cathay Pacific is Hong Kong's only true home airline. By scraping the social and travel data of Australian travelers who had visited Hong Kong, and then analysing the data, completely bespoke perfumes were created for them based off the locations that they'd visited. This was made possible by matching their individual data with the fragrance profile of Hong Kong, which was created by a perfumist using tourism metadata of 600,000 Australians exploring Hong Kong. The perfumes evoked memories and conversations with Australian travellers about the city and its airline.
Mastercard_TapForYourTown2 (2).jpgMcCann Sydney
Tap For Your Town took Mastercard's payment technology that was already in every town but that wasn't being used and turned it into a mechanic to bring communities together and stimulate local economies. It gave all New Zealanders the chance to bring rugby legend Richie McCaw out of retirement to play a game against their town's local team. The town with the most taps would win. During the 10-week campaign Mastercard measured the real time tapping data of 66 towns to create a leader board, using this data to fuel the frenzy with more than 400 town specific creative in geo-fenced social media. When Queenstown emerged victorious, the game was broadcast to the entire nation on Facebook Live.

McCann Sydney
Most cat owners believe they have a special bond with their cat, like soulmates, and only they know which their cats' favourite food is. And they don't trust ads telling them to try another brand. But they trust their cat.
So, Friskies gave cats a voice. By developing a new way to interpret the capacitive data from touchscreens, with a unique software code that measures minute electrical currents from a cat's tongue, it turned every smartphone into a lick detector. Cat Critic was launched with free trial packs at Pet stores and Cat Shows around the country. All people had to do then was place Friskies on their Smartphone with our html5 site open and let their cat lick it clean. The more cats licked their phone clean, the more positive their review of Friskies. The mobile site instantly allocated an appropriate review based on the score and posted from the cat to the owner's chosen social media. For the first time, Cats became influencers, talking about Friskies in a new way and sharing to wider audiences.


Big fan said:

This will pick up for sure.

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