Cannes Contenders: Marcel, 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…
Marcel, Sydney
Air pollution’s is major issue in Asia, where extreme levels of C02 are driving people indoors. So, Tiger a proud supported of street culture and sustainability, created Air-Ink. The first ink made from air pollution. Devices were developed to capture soot from vehicle exhaust. This was purified and turned into ink. A range of markers were created and given to street artists around the world. A film was made of the journey and shared online. Over 2,500 hours of CO2 emissions were harvested in total.
Marcel, Sydney
The brief was to launch Tiger, Asia’s number one premium beer, in New York City. Problem was, when most New Yorkers thought of ‘made-in-Asia’ they thought of the cheap, disposable goods in Chinatown’s Canal Street; an area famous for Asian discount stores. We needed to show New York the real quality of Asian-made products. To challenge these stereotypes, we went to the heart of Canal Street and created the Tiger Trading Company: Chinatown’s most exclusive discount store. The plexiglass floor of our 118sqm store was filled with thousands of clichéd dollar store products – everything Asian creativity and quality is not. The rest of the store showcased the best Asian art, fashion, tech and design. Only by purchasing a Tiger Beer from a partner bar, could people gain entry and receive a voucher for any item in the store.
Marcel, Sydney
ViiV are one of the leading HIV pharmaceutical companies in the world. They are considered a market leader with innovative and effective anti-retroviral therapy medications. ViiV’s brief to us was to create a platform to facilitate better patient doctor interactions through improving patient engagement. ViiV’s products are recommended and prescribed by doctors the world over to their patients. Because of this, their relationship with doctors is an important part of their business. So, when they wanted to strengthen this relationship, ViiV thought the best way was to give the doctors a gift: a better relationship with their patients. The Mylife+ app is aimed at HIV positive patients to help them track and monitor their complicated medical life, so that they can have a clearer and simpler relationship with their doctor. ViiV has now committed to roll out the Mylife+ app globally.
Marcel, Sydney
Having kids means less time for sex. It’s a universal truth. Also, when Australian parents do manage to get it on, 30% use condoms. So, Four Seasons Condoms decided to help out these sex-starved parents by distracting the kids for them. In the most creative way imaginable…The Extendables. An unbranded, educational cartoon about fuzzy creatures from outer space. It’s the world’s first connected cartoon that parents can extend time and time again. It keeps the kids busy, while mum and dad get busy. To use it, parents launch www.theextendables.com.au then synchronised their mobile to a tablet or laptop downstairs. Once the cartoon starts, parents can sneak away for some ‘playtime’ of their own. If the cartoon is coming to an end, the parent’s mobile is notified and the parents can tap to keep seamlessly extending the cartoon by 5 minutes. If the kids move from the screen, parents receive a warning message to avoid an awkward situation.