Cannes Contenders: Red Agency Australia
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…
Red Agency
This is the agency’s first work for Chandon to launch the brand’s global partnership with McLaren-Honda F1 team that begun at the first race of the season in Melbourne in March 2016. This high quality social content film was shot, edited and approved inside three days, an incredibly tight turnaround with access to the drivers for just three hours. When you throw in that it had to be approved by three different cities at the client side at Moet-Hennessey (LVMH), as well as McLaren-Honda and Honda, it was fraught with a lot of risk. This fun creative was based around pitting McLaren-Honda’s two world champion drivers, Jenson Button and Fernando Alonso, in a gumball rally across the beautiful Domaine Chandon winery in the Yarra Valley as they sought to one-up each other in a battle to the finish line. Maintaining the premium nature of both brands, the work captures the contemporary style of the Chandon brand. The campaign has smashed all KPIs and is officially classed as ‘viral’ by the fact that more than a third of the 3m+ views on all channels have been organic. It is now considered by LVMH as the benchmark for online content.
Red Agency, VCD+We.Collective, Finch
Western Sydney is seeing unprecedented investment into its infrastructure and community, making ‘the west we think we know’, quite different to ‘the west that is’. Working in partnership with VCD+We.Collective and production house Finch, Red Agency amplified the transformational Western Sydney University alumni story of Deng Adut, a former child soldier and refugee turned human rights lawyer, and used it as a torchbearer to shine a light on the unlimited potential of Western Sydney and the University that sits in the heart of it. This 360 campaign to rebrand the University from University of Western Sydney to Western Sydney University needed to both change how people thought of the University but also do a job for Western Sydney to tackle negative perceptions. By embracing the cultural diversity, the campaign built pride in the area and is helping change the views about the University and region. The campaign didn’t just highlight the story of Deng but other inspirational alumni stories, created a newly styled University Open Day festival, engaged influencers to kick start a conversation on ‘new Western Sydney’ and also tackled the leak of the new brand. The campaign has been celebrated as a new benchmark for higher education marketing around the world and ABC’s leading TV marketing show Gruen Planet named it their ‘campaign of the year’.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.