Australia’s Cannes Contenders: Clemenger BBDO Melbourne and The Brand Agency Perth

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

BUPA ‘The Moment’

The launch of a campaign for leading healthcare group Bupa. Called ‘The Moment’, it was the vehicle to launch the new Bupa brand.

Carlton Mid ‘Spending too much time with the wife?‘

This print campaign was part of Carlton MID’s long running Stay a Little Longer campaign. The Stay a Little Longer work has always encouraged men, who are the age of kids, mortgages and work stress, to spend a little more time with their mates at the pub drinking Carlton MID. This campaign simply highlights the dangers of not adhering to this advice. The main danger, that is particularly horrific, is that you will end up not only dressing like your wife but also looking like her.

Melbourne International Film Festival ‘Peelers‘

One of two launch spots for the 2011 Melbourne International Film Festival (MIFF). The campaign marked a new direction for the Festival. Every year, there are hundreds of films to choose from and whilst cinephiles will try anything, there’s a perception amongst wider audiences that international films can be a bit ‘hit and miss’.

Bonds Birthday Project

Bonds launched a major marketing campaign dubbed ‘The Birthday Project’, which attempts to find one Australian born every day since Bonds’ inception on July 1, 1915.  Aussies were invited to claim their birthday at wearebonds.com.au, with Bonds seeking to find one person to represent each of its 35,301 days in operation. Participants will have their profiles featured on the site and the most interesting faces will appear in future ad campaigns. Bonds will also offer a special t-shirt customised to show the wearer’s date of birth, available to the first 15,000 people to claim their birthday.

Tetley ‘Leaving’

The first ad in a broad campaign for its whole range of tea products, the first campaign the agency has produced for Tetley, owned by TATA Global Beverages, since winning the business last year.

NAB ‘Locked In’

Unlike the other banks, NAB have set their customers free by abolishing exit fees and most of their home loan fees. To illustrate this and show the true value of freedom, Clemenger BBDO, Melbourne created ‘Job Interview’ and ‘Open House’. In each scenario, people walk into a situation they soon realise they can’t leave – quite literally locked in. From there, things really begin to escalate. The two long format films could be viewed online, while individual ‘lock ins’ ran on TV.

RAC ‘Vultures’

Heading to and from the most isolated city in the world, there are some very long, lonely roads. On the isolated Bunbury highway going to the south coast, The Brand Agency Perth, produced this poster to remind people of the benefits of the availability of RAC’s Roadside Assistance.

RAC ‘Meltdown’

To coincide with temperatures hitting 42 degrees in Perth at this time of year, RAC Roadside Assistance, via The Brand Agency, Perth has produced this special build, 3D poster on the remote Forrest Highway to remind motorists of the drawback of not being an RAC member.

RAC ‘Page Numbers’

The Brand Agency, Perth

Motorists believe that modern cars don’t break down so the agency needed to confront them with the facts. In a series of small space ads the agency used the newspaper’s page numbers to highlight, each time, a different breakdown statistic. For example, 19 flat tyres every day (page 19), 27 faulty fuses every week (page 27) and so on.