Cannes Contenders: Leo Burnett Melbourne

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How will Australia perform at Cannes this year? Over the next month in the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Leo Burnett Melbourne

Maxibon is a big ice cream snack with a big problem – unlike other snacks it melts. So Leo Burnett Melbourne turned to the same thing blokes turn to to keep their stuff cold – the Esky. Then we went and shrunk it. Meet the Hangryman, a stupidly brilliant invention engineered to chill two Maxibon for 8 hours and attach to a man’s waist so it’s there when hangry strikes. An integrated B2B (Bloke2Bloke) marketing campaign saw hundreds snapped up in hours. Once strapped on tradies, footy players and truck drivers began taking a lot of selfies. The Hangryman was ingrained in blokes day-to-day lives and saw the brand become the first ice cream to defeat heat.

Leo Burnett Melbourne

In the summer of 2014, Slurpee’s competitors, engaged in a price war, were slurping the brand dry. So Leo Burnett Melbourne had to think outside the cup – creating an innovative piece of design that xpandinated not just the volume of a Slurpee, but the entire Slurpee experience. 250,000 Xpandinators were snapped up in 3 weeks, becoming a piece of ambient media as they were carried through the streets and setting off the biggest social media interaction in the brand’s history.

 

Leo Burnett Melbourne

The Honda FCX is the first mass production car in the world to run on hydrogen, so its only emission is water. Water so pure and clean, you could put it in a bottle and drink it. To symbolise just how clean Honda’s hydrogen fuel technology is, Honda Australia and Leo Burnett Melbourne created a brand of bottled water called H2O. Distributed to Palace Cinema patrons, H2O was a powerful demonstration of Honda’s green technology.