Cannes Contenders: R/GA 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…
R/GA Sydney
Nike engineered the Mercurial Superfly boot with one thing in mind: explosive speed. Every component was created to work in concert towards the singular goal of unleashing a player’s full speed potential. To celebrate the launch, we wanted to connect with football obsessed teens in an authentic way and give them an opportunity to trial the much anticipated boot. So we created an innovative pop-up experience that seamlessly fused a physical environment with digital media in real time. We built a custom three-story structure where over 100 emerging stars were invited to trial the boot in head-to-head speed battles in front of thousands of spectators at the biggest football event of the year – Australia versus Greece, at Sydney’s Olympic stadium. Their every move was tracked with 3D cameras and sensors, while times were benchmarked against the fastest footballer in Australia, Mathew Leckie. Online, the competition ran as a live ad on YouTube, showcasing each battle in real time and giving a first glimpse of the Nike Mercurial Superfly in action.
R/GA Sydney
The Google App is the ultimate tool for a mobile world, but millennials had yet to break their browser habit. The key to getting people to use the app was to demonstrate its utility in relevant moments. So we partnered with The Voice, a TV show that draws over 1.15m viewers per episode, which millennials often watch while second screening on their mobiles, and created ways for the app to enhance the experience. We bought media spots during ad breaks and commented on events as they happened through the lens of the Google App. And we gave fans a reason to try it out by voting for their favourite artists within the app for the first time.
R/GA Sydney
A collaboration between hip-hop legends The Hilltop Hoods and Google Play Music, this interactive music video captures the sense of a world turned upside down experienced by band member Dan Smith as his son underwent leukemia treatment. Two complete 3D environments rendered in code (dark representing fear, light for hope) are navigable by rotating phones or moving a mouse, and each listen generates a donation to Canteen in support young people living with cancer. The work translates a moving personal journey into a powerful digital experience that fans can share while contributing to a cause close to the artist’s heart.