Cannes Contenders: Leo Burnett, Melbourne
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…
Leo Burnett, Melbourne
Young people’s moral compass doesn’t develop until adulthood. Working with leading child psychologists, we developed an educational tool to activate their conscience when they become social media active. We created reword, a real time spellchecker for online bullying. As a child types, reword uses regex matching and syntax theory, searching a database of bullying words to identify patterns. When a pattern is recognised from millions of potential combinations, the child is instantly alerted with a red strikethrough. Reword is designed not only to protect potential victims, but to protect children from being bullies themselves. The red line is an intuitive symbol which encourages children to reconsider what they write, activating their conscience and creating a new generation that respects each other – online and in real life.
Leo Burnett, Melbourne
The Shepparton Preserving Company is the last Australian cannery using homegrown produce. Without SPC, Australia’s fruit industry will disappear. To preserve it, we needed to create affection for the cannery. So, we created Preserved Memories. Using SPC’s own preserving process, we invited people to preserve their most cherished items in SPC cans. Driven through social media, there was an outpouring of emotion as Australians shared their deeply personal stories. Hundreds of precious items were then chosen and individually sealed inside a can designed around their owner’s memory. This created personalised time capsules, building a lifelong connection with the brand, and sparked a passionate conversation about preserving SPC. This turned the humble can into a symbol for preserving Australia’s fruit industry, before it disappears.
Leo Burnett, Melbourne
No matter how unpredictable family life is, the Honda CR-V Series II is made to ‘go with it’. To show this, ‘Wild Horse Chase’ unfolds as a rather unpredictable story. It features a young girl determined to replace her broken pink toy horse. Her father plays along with her solution to the problem, only to discover it is more spectacular than he could have imagined.