Cannes Contenders: 303Lowe, 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…
303Lowe, Sydney
Budget Direct offer low-cost insurance. But many consumers assumed they must be cutting corners. So instead of just talking about low prices, 303Lowe Sydney decided to explain why they’re cheaper. It’s because they don’t insure bad drivers, high performance cars and other types of high risk – it’s too expensive. But it means they can insure everyone else, for less. Enter Captain Risky. He embodies all the real-life risk that Budget Direct won’t cover.
303Lowe, Sydney
Royal Life Saving wanted to prevent young Aussie males from mixing drinking and swimming. Some 41% of 15-29 year-olds who drown are under the influence of alcohol. Previous campaigns had limited success, as our audience are highly cynical of government safety messaging and their media consumption is primarily online. 303Lowe took an entirely different approach and made them a drink. ‘Sinkers’ – an undrinkable parody of popular pre-mixed drinks; combining alcohol with swimming locations. It was launched via social media using celebrity ambassadors and social influencers. We also partnered with some of Australia’s biggest YouTube stars to create safety messaging unlike our audience had ever seen.