Cannes Contenders: The Monkeys
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 Monkeys
Every five minutes a child around the world dies at the hands of violence. To help put an end to violence against children, ‘A Minute of Your Time’ turns time into money and money into real, life-saving aid for children in danger. The national awareness and fundraising campaign encourages Australians to find out how much a minute of their time is worth so they can donate it to the international charity and help stop violence against children sooner. The campaign is backed by a host of Australians both here and abroad, including singer Sarah Blasko and The Project’s Carrie Bickmore.
The Monkeys
Bras have been anything but kind to women. And neither has bra advertising. To announce Berlei’s kindest bra yet (which the agency named ‘Womankind’), the campaign revealed something seldom seen in bra advertising – the truth. Launched on TV and Berlei’s social channels, the Womankind film set about breaking down some taboos. Facebook’s refusal to promote the film sparked fierce protest from women around the country; igniting debate in the press and on social media about the double standards of censorship in our media. Despite the ban, its honest message stood out in a category full of clichéd imagery, winning Berlei new fans, boosting organic search, web visitation. Above all, it helped drive sales – with nearly all the product stock within the first two months sold out. The campaign resulted in 20,000 bras sold (50 percent higher that the agency target) and massive positive coverage. In total, the campaign delivered 259 million impressions and online revenue grew 30 percent month on month, as a result. It was a campaign that delivered the goods.
The Monkeys
The challenge was two-fold: create a price-driven retail campaign, while reconnecting Australian customers with the values of IKEA, a brand Australians associated with flat-pack furniture rather than fuzzy feelings. ‘The Best Day is the Everyday’ reminds people that the simple things in everyday life can be the most enjoyable. The agency celebrated those moments in a series of films, puppeteering a lively cast of products, each season revealing the magic that can be found right under our noses at home. The live puppetry component made it truly unique in the retail category, and the campaign delivered three million views on YouTube and was earmarked as one of Shots.net top ten ads of the year.