Cannes Contenders: Leo Burnett, Melbourne

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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

FIN FOR A FIN breaks the cycle of revenge killing, in the event of a shark attack. It’s a specially marked surf fin that alerts authorities to a surfer’s wishes for the shark not to be killed in retaliation. As sometimes the fins are the only thing that survives. When a surfer clips these fins into their surfboard they’re literally telling authorities and the world, “If my life’s taken, don’t take theirs.” Whether the surfboard is attached to the roof of a car or being carried into the surf, surfers are making a visible and personal statement for the protection of sharks. Manufactured by Glide Fins, profits are funding the protection of sharks and surfers through mobile alert technology and shark behaviour education. Creating a cycle of coexistence. Not killing.

Leo Burnett, Melbourne

With 2017 marking the historical breakthrough of the first AFL women’s league, major team sponsor iSelect wanted to do more than put their logo on a jersey. Repurposing an iconic footy medium, the team banner became The Breakthrough Banner – a physical manifestation of the barriers being broken by women. For the inaugural season each banner featured a different breakthrough inspired by the players themselves. On game day, they literally broke through their own banners, creating a powerful symbol for change. The banners harnessed the reach of the broadcast cameras, and films released after each breakthrough ensured their impact was felt online.

 

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.