Cannes Contenders: Droga5, 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…

Netflix Australia & New Zealand: Spectrum

Droga5 Sydney

Netflix is one of the most innovative entertainment streaming services in the world. The service learns and responds intuitively to what you personally like to watch. So the viewer is always in charge. The challenge was to introduce Netflix to Australian audiences in an environment that was as close as possible to the sign up point – online. The solution called for banners, a media with one of the lowest engagement levels, and an average click through of less than 1%. So how could we create an experience worthy of the world’s most innovative, responsive and personalised entertainment service, in a banner ad?

Tiger: Charlie

Young people in Asia have never had so much opportunity. Yet many are still held back by tradition, conformity and parental expectations. So as a proud Asian brand that stands for creativity and courage, Tiger beer wanted to encourage young people to UNCAGE and become creators of the new world. The campaign started with films about Uncaged lives in Asia. This film focuses on Charlie Ruedpokanon; A young business graduate who threw away a good, stable job to work as a stuntman in the film industry.

The Pool Collective: The only DM you won’t throw away

Whenever a photographer sends out DM postcards or prints of their work, it always ends up straight in the bin. It’s why we developed a DM that couldn’t be thrown out for the photographers at the Pool Collective. These DM recycling bins showcased their photographers’ work and acted as the perfect place for their competitor’s DM pieces.

GlaxoSmithKline: Game To Quit

Increasingly, the gaming industry has noticed an unexpected upside: games lower stress. What if this could be applied to people who are the most stressed – those trying to quit smoking? Introducing Nicabate Game to Quit. The world’s first therapeutic game to work in tandem with a therapeutic product. Nicabate approached Droga5 to promote their latest product Nicabate Oral Strips, which starts to relieve the urge to smoke in 50 seconds. Instead of making just another banner campaign, the agency and client collaborated to create something more worthwhile; a genuine utility to help people quit cigarettes.

Heineken Asia Pacific: Tiger Bars Print

As part of Tiger Beer’s Uncage campaign, Droga5 created press ads that told stories of people who lived ‘uncaged lives’. Running in Malaysia, they used Chinese writing down the page to create bars of a cage.

Heineken Asia Pacific: Stuntman Print

As part of Tiger Beer’s Uncage campaign, Droga5 created press ads that told stories of people who lived ‘uncaged lives’. Running in Malaysia, they used Chinese writing down the page to create bars of a cage.