Cannes Contenders: The Glue Society
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…
The Glue Society, Revolver/Will O’Rourke, CHE Proximity
Cochlear, the global leader in implantable hearing solutions, created a short film via CHE Proximity, that is actually a hearing test in disguise. ‘Does Love Last?’ is a short film with two different outcomes depending on the viewer’s level of hearing loss. Screenwriting and direction via The Glue Society’s Pete Baker.
The Glue Society, Revolver/Will O’Rourke, BWM Dentsu, Melbourne
As Australia’s largest shopping centre, Chadstone is uniquely qualified to cater to the one thing which makes a person unique – taste. We designed, created and built The Tailor Made Store. An intelligent kinetic structure which adapted and transformed to suit each and every individual. Chadstone shoppers used a bespoke Instagram mechanic to queue for their tailor made experience. On entry, the store asked a series of questions, gathering information from each person. A unique algorithm interpreted the data. And a team of stylists transformed the store within minutes. Tailor made products, lighting, music and mood meant a truly unique retail experience every single time. Project direction via The Glue Society’s Luke Nuto.
The Glue Society, Revolver/Will O’Rourke, DDB, Sydney
The Amarok V6 is the most powerful ute in its class and the Volkswagen Commercial Vehicles team tasked DDB Sydney to create a campaign that brought the ‘fun’ back into driving a 4×4 ute and at the same time challenge some flawed perceptions around the Volkswagen Amarok. The resulting campaign saw the creation of a powerful, off road performance vehicle, the ‘Korama’, that looked like it belonged in the Dakar Rally, but actually hid a full production Amarok V6 model underneath. Project design, editing and direction via The Glue Society’s Luke Nuto, Henry Curchod, Jonathan Kneebone, Luke Crethar and Scott Stirling). Post Production via Glue Society Studios.
The Glue Society, Revolver/Will O’Rourke, TBWA\Melbourne and Auckland
New research finds LGBTIQ community twice as likely to feel uncomfortable holding hands in public. As the LGBTIQ community on both sides of the Tasman get ready to celebrate love at the Auckland Pride Festival and the Sydney Gay and Lesbian Mardi Gras (SGLMG), the majority still struggle with the smallest acts of public affection. This insight is the inspiration behind ANZ’s latest campaign in support of the LGBTIQ community, a joint effort between agencies TBWA Melbourne and TBWA Auckland. #HoldTight aims to highlight this disparity and encourages all people across New Zealand and Australia and beyond to show their support. The campaign launched with a hero piece of film accompanied by heartfelt stories told by ANZ staff. Directed by The Glue Society’s Pete Baker.
The Glue Society, Revolver/Will O’Rourke
The Art Gallery of New South Wales commissioned creative and art collective The Glue Society to create a project inspired by its Nude: art from the Tate collection exhibition – in particular the Rodin work. By using 3D scanning and printing, the collective has recreated the famous pose using seven couples from around Sydney. Concept, editing and direction via The Glue Society’s Max Rapley, Alex Harrod, Kate Davies, Alice Cogin, Mia Middleton, Luke Crethar and Scott Stirling. Post Production via Glue Society Studios.
The Glue Society, Revolver/Will O’Rourke, Clemenger BBDO, Melbourne
As part of its mission is to create a world where anyone can belong, Airbnb asked Australians to make their support of marriage equality known by wearing the symbol of marriage itself a ring. The campaign was developed by Clemenger BBDO, Melbourne. Launched with support from some of Australia’s biggest brands including Qantas, Google, ANZ and eBay, and in collaboration with The Equality Campaign, Until We All Belong marks the most public corporate declaration for marriage equality in Australia to date. The initiative calls on the people of Australia to show their acceptance of marriage equality and commit to wearing a bespoke ring until same-sex marriage is recognised in Australia. Designed in support from world-renowned designer Marc Newson, this unique, matte black metal ring is a visual representation of the gap in marriage equality and is intricately engraved with the words ‘Until We All Belong’ on the interior. Airbnb is also making it easier for Australians – no matter where they call home to get involved by making the rings free of charge and standardising postage costs across the country. To make your acceptance of marriage equality known and receive an Acceptance Ring, visit www.untilweallbelong.com. Directed by The Glue Society’s Jonathan Kneebone.
The Glue Society, Revolver/Will O’Rourke, Clemenger BBDO, Melbourne
Clemenger BBDO Melbourne and Australia’s leading job site, Seek, launched a brand campaign titled Why Settle? Seek. It’s well established that career choice affects workers’ happiness. But this campaign explores the impact of job satisfaction on family and friends. It focuses on three real Australian families. Children, wives, mums and friends had the chance to choose a new career for loved ones, who were unfulfilled in their jobs. Then the workers got to try out their families’ ideas. Directed by The Glue Society’s Pete Baker.