Australia’s Cannes Contenders: Leo Burnett Melbourne and Clemenger BBDO Brisbane

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How will OZ perform at Cannes this year?Over the next month in the lead up to the Festival, Campaign Briefwill be showcasing the work we hope will impress the judges…

Leo Burnett, Melbourne

Slurpee is the different drink. You can pour, mix and fill your cup any way you like. But when Coke made an aggressive push of their copycat product, Leo Burnett, Melbourne had to make Slurpee different again. So the agency changed one thing that’s always been the same – the cup. For one day, every 7-Eleven store in Australia let anyone bring in any ‘cup’ they liked to fill with Slurpee. Giving the customers total creative control over their drinking experience.

Leo Burnett, Melbourne

The sponsorship of famous athletes has become the formula for selling sporting goods the world over. To connect with the 99% of cyclists who aren’t professionals, during the 2011 Tour de France, Giant Australia via Leo Burnett, Melbourne opened their sponsorships to everyone, offering an official contract to 30 everyday riders. This case study is about what happened next – how the idea was spread by thousands of cyclists, how Giant’s new sponsored riders went on to become the custodians of the brand and most importantly, the results achieved by a company who was willing to go against type and support a new way of connecting with its audience.

Leo Burnett, Melbourne

The famous Spiegeltent visits Melbourne each year, giving audiences a chance to sample some weird and wonderful performances. To attract corporate sponsors, Leo Burnett Melbourne created a ‘box of curiosities’ filled with objects designed to look like they’d been sourced from the world’s most exotic emporiums.

Clemenger BBDO, Brisbane

During Queensland’s destructive Summer storms, seemingly harmless objects like outdoor furniture turn into dangerous projectiles.Every year these objects get caught in power lines causing major disruptions. And every year energy supplier, Energex urges people to secure loose objects before storms hit. To extend last Summer’s mainstream campaign Clemenger BBDO, Brisbane created an ambient event to get the message across in a relevant outdoor setting. In one of the busiest parts of the city, the agency launched floating foam silhouettes of everyday objects into the sky that could be seen for miles around.