Cannes Contenders: 303 MullenLowe, 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…

Budget Direct Insurance: Captain Risky

Budget Direct don’t insure big risk-takers like Captain Risky – that’s why they insure people like us, for less. That’s the simple message of this insurance campaign from 303 MullenLowe, Sydney. Through 2015-16, the campaign took as many risks as it’s daredevil antihero. Not just creatively but with the innovative use of media. Captain Risky jumped from advertising, into entertainment and ultimately into Aussie culture. He appeared on I’m a Celebrity Get Me Out of Here, popped up on Centre Court at a live tennis tournament, walked the red carpet and brightened the day of sick kids in hospital. His latest stunt came with a 360 VR experience that let you ride in the car beside him. And, just when you thought he couldn’t get any bigger, they made him smaller – the Captain Risky Action Figure.

Fujitsu Air Conditioning: No One Trusts Sweaty

The people who read CEO magazine are leaders of industry. And the hallmark of a true leader is staying cool in difficult situations. This campaign is based on that simple insight:  that if you work in the Top End of Town, staying cool is priceless. So, don’t skimp on an air conditioning system, invest in the Australia’s Favourite Air, Fujitsu. Because, no one trusts sweaty.

The Harley-Davidson Book Club was created to promote new editions of the Harley-Davidson ‘Book’ – the Harley-Davidson Genuine Parts & Accessories Catalogue.This brand extension idea was designed as a promotional item to support the Harley Book Club. Each ceramic piece was kiln-fired at 820°C, hand finished with 24 carat gold and embellished a design that’s less ‘Bone China’ and more ‘Skull & Crossbone China’.

Gravox Singles: It’s Time To Go Single

Being single isn’t something that society normally celebrates. But then along come Gravox Singles – delicious gravy, just for you. Suddenly, ‘it’s time to go single’ – and this all-singing commercial suggests a few ways to get out of your current relationship and get your hands on some delicious gravy-for-one. The online film received over 3.5 million views and the launch was so successful that the Gravox production line couldn’t keep pace – a second advertising push had to be cancelled.