Cannes Contenders: Whybin\TBWA Sydney

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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…

Whybin\TBWA Group Sydney (Whybin\TBWA Sydney\Digital Arts Network\Eleven PR)

In a wearable technology first M.J. Bale partnered with Heritage Bank and Visa, to create a suit with a contactless payment chip and antenna fused into the sleeve. The ‘Powersuit’ offers the ability to pay “invisibly” anywhere Visa payWave is accepted with a simple wave of an arm. The contactless technology embedded in the suit is linked to an online Heritage Bank account, allowing the wearer to check the balance and top up their suit on-the-go. The Powersuit generated over 301 million media impressions with more 140 articles about the idea and TV news coverage in every Australian state as well as national television news in the United States.

Whybin\TBWA Group Sydney

A survey by NRMA Insurance revealed a concerning lack of knowledge among Australian drivers about car safety technology. As a result, Whybin\TBWA Group Sydney helped to launch the NRMA Insurance ‘Crashed Car Showroom’, an interactive exhibition designed to help Australians make informed car purchasing decisions and raise awareness about road safety. The showroom demonstrated what it’s like to be a crash test dummy through the latest virtual reality 3D technology; showed how car parts stand up to severe storms by allowing visitors to fire a specially modified hail gun at cars; and also exposed the interior of a fully dissected car to show otherwise hidden safety technology.

Whybin\TBWA Group Sydney

The Melbourne Cup is the race that stops a nation. It’s also the hardest horserace to pick. So Whybin\TBWA Group Sydney built an engine that could help punters choose a horse and correctly predicted the winner of the Cup, almost two weeks out from the event. The TAB Twitter Cup was a real time Twitter data aggregator that visualised itself as a virtual horse race. The site used social listening to rank tweets to either move individual horses along the track or pull them back into the pack. Punters could see live odds and bet on each horse then share across social media. TAB owned the excitement of Australia’s greatest race.

Whybin\TBWA Group Sydney

In April 2013, the New Zealand Government legalised gay marriage, but in Australia, it’s still against the law. Whybin\TBWA and Tourism NZ hijacked the news in order to talk to the Australian gay community about all the amazing places to get married in New Zealand. Whybin\TBWA knew that if they could react quickly enough and make the news relevant, the entire country would support them. And they did. As the news broke Whybin\TBWA and Tourism NZ convinced the New Zealand government to give the first legally signed marriage certificate to an Australian same sex couple and launched a national competition on social media to find them. Once the couple were found and the destination city revealed, Whybin\TBWA and Tourism NZ threw them a fairly tale wedding and invited media to witness them make history. The campaign achieved over 210,000,000 media impressions.