Cannes Contenders: Lowe Asia Pacific
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Budget Direct
Budget Direct were a low-cost insurance company with a problem. They were so cheap that many consumers assumed they must be cutting corners. They were also outspent in marketing many times over by big insurance companies, so they needed a campaign with cut-through. Then we found out an interesting fact that makes them different. The reason they’re cheaper is because they won’t insure bad drivers, high-performance cars and other types of high risk. Which means they can insure everyone else, for less. Enter Captain Risky. He’s a larger-than-life character who embodies all the real-life risk that Budget Direct won’t insure, to save regular people money. Kick it n’ rip it!
Shanghai General Motors
The ‘Human Traffic Signs’ campaign created for General Motors Buick brand, offers a stark warning of the dangers of not obeying traffic laws. The campaign recruited real traffic accident victims, who held up traffic signs at the spots where their accidents actually happened. The beautifully crafted photographs and film from the accident hot spots provide a compelling message about the importance of road safety.
Unilever Indonesia
Indonesians eat all parts of animals: beef ribs and tongue, chicken head and claws, mutton brain, intestines and so on. The challenge has always been how to cook these parts into good meals. Bango Sweet Sauce campaign shows some easy-to-follow illustrations of various dishes you can cook with each part of the animal. After all, anything tastes good with Bango. Modelled after meat diagrams, posters of this campaign were also placed at the butcher stations in supermarkets to inspire shoppers to cook with each part of the animal.
Unilever Philippines
Unilever constructed Surf Labahan, a filtration system that recycles grey water using debris left behind by typhoon Haiyan. Typhoon Haiyan destroyed entire communities in the central Philippine provinces of Samar and Leyte, and water supply in all affected areas was limited and sporadic. Surf Labahan generates approximately 153 litres of recycled water per day for laundry use, so the limited supply of fresh water can be used for drinking and cooking instead. With simple technology, Surf was able to make every drop of water count, making laundry sustainable, one wash at a time.
Unilever Philippines
Rexona took an authentic teen coping behaviour – doing subtle moves to check underarms in a non-obvious, unembarassing way – and transformed this into a cool, fun and music-driven teen trend. And giving Rexona its highest value sales in three years.
Lowe Vietnam: OMO Vs.2
Unilever
This illustration explores the limits of new forms of entertainment, games and gadgets. In the modern world young children are growing up with gadgets. While these gadgets are entertaining they are not emotionally enriching. Lowe Vietnam created a series of prints to bring forward this alternate point-of-view to parents for their detergent brand – OMO. The ads illustrate the limitations of gadgets, and show the enriching world of outdoor play for kids. OMO is known for its belief of letting children learn life lessons via experiences. This ad compares the emotional lessons one can learn from simple things like a bicycle vs. a gadget, prompting a parent to take a stand.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.
1 Comment
Basically the same ads from last year for Lowe VN?