Cannes Contenders: Leo Burnett, 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…
Leo Burnett, Sydney
Samsung Pocket Patrol gives beach goers the ability to identify hidden dangers for themselves, easing the pressures Australian lifeguards feel on a daily basis as they patrol some of the world’s most popular beaches. It does this by turning mobile technology that everybody already takes to the beach into a life saving tool. Lifesavers use Pocket Patrol’s unique AR algorithm to input real time data of rip currents, stingers, shallow sandbanks, sudden drop offs and submerged rocks. This is then instantly communicated in AR to every person on the beach, saving lifesavers valuable time. The real impact of Pocket Patrol has been in changing beach behaviour for all Australians as a completely new way to teach beach safety. Made in partnership with Surf Life Saving Australia, there are plans for Pocket Patrol to become an integral part of their national education program.
Leo Burnett, Sydney
Entitled ‘Unmistakably Ours’, the campaign celebrates everything that makes Australia unique, from our wildlife to our food, our love of sport to our city and beach culture, our diversity to our enduring values. The campaign aims to unite Australians by reinvigorating love and pride for the best of the Australian spirit – both for the iconic Bundaberg Rum but also for the values which make us who we are. To communicate values such as mateship, optimism, and having a crack when faced with adversity, the campaign features famous Aussie icons, legends and insights. These include big names such as Anna Meares, an Olympic cyclist who came back from a broken neck to win an Olympic Gold medal and surfing hero Julian Wilson who famously swam towards a shark in an attempt to save Mick Fanning from an attack. It also features other Australian icons like huntsman spiders, cane toads and Ned Kelly.
Leo Burnett, Sydney
As a demonstration of global unity, no event is more powerful than the Olympic Games. It is a chance for each of us to embrace our shared humanity and the progress that comes when the world comes together. As nations gathered for the Rio 2016 Olympic Games, Samsung celebrated this moment of harmony through ‘The Anthem’. Inspired by lyrics from anthems around the world, ‘The Anthem’ salutes those who dare to defy barriers such as borders, culture, and language to unite as one. Proud sponsor of a world without barriers. #DoWhatYouCant
Leo Burnett, Sydney
In the very near future, the most employable people will be those with an understanding of Science, Technology, Engineering and Maths subjects (S.T.E.M.) Yet enrolment in these subjects has remained flat. Especially for young women. As part of its partnership with Questacon (the National Science & Technology Centre), Samsung wanted to raise awareness and consideration for these subjects amongst 15-18 year old Australians. We did this by making the intangible future, tangible now. Using careers young Aussies aspire to, we demonstrated the incredible effects STEM could have on different industries, including ones they don’t expect. Using audience relevant influencers (fashion designer Jane Lu, MasterChef contestant Reynold Poernomo, and rugby player and Olympian Charlotte Caslick), we created three viral films showing technically advanced products whose authenticity could be debated. Several days later the films were re-released, revealing Samsung and Questacon’s involvement and the fact people were needed to make the products a reality – creators with a knowledge of STEM. The films drove people to a content rich website for more information on STEM. Without paid media, the films were viewed over 16 million times and there were nearly 50 million media impressions. The three films featured: Jane Lu introducing a dress that changes colour at the press of a button. Reynold Poernomo demonstrating the creation of a 3D printed croquembouche dessert. And Charlotte Caslick showed off a high tech rugby ball that rolled back her after being kicked through the posts.