Cannes Contenders: cummins&partners

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…

Tennis Australia: Mark of a Champion

As Australia’s greatest tennis player and the namesake of our main arena, Rod Laver’s legacy extends from our shores, across the globe. He is recognised as a legend of the game. On behalf of Tennis Australia and agency CumminsRoss, Rod Laver, now 75 years old, picked up his racquet once more to create a series of limited edition artworks commemorating his contribution to the game. His “brush” a racquet and tennis balls, his canvas, a collector’s item forever more. Each individually signed and numbered artwork embodies the true mark of a champion.

CGU: Small Business Star

The campaign highlights CGU’s purpose of ‘protecting tomorrow so you can enjoy today’, with a particular focus on small business.  The communication shows that CGU understands how small businesses need to celebrate their success, but working so hard, many of them just don’t get the time to do so.

Reflex Office Paper: Enwhitenment

cummins&partners launcheded this campaign for Reflex Pure White 50% Recycled. The campaign led by a hero 30s spot followed by a long format version introduces ‘The Printer Guru’, a freewheeling and freethinking character who guides office workers towards finding ‘enwhitenment’, begging them to fight the common affliction of printer rage and stay calm with reliable Reflex paper.

Woodstock Bourbon: How We Roll

This campaign centres on a product truth: in Woodstock, the distillers found that the more they turn the barrels, the better the bourbon tastes. Shot on location in the small town of Woodstock, Kentucky, this is the story of how the townsfolk take their craft very seriously. So much so, they travel by barrel.