Cannes Contenders: Leo Burnett, Melbourne

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…

Reword

Young people’s moral compass doesn’t develop until adulthood. Working with leading child psychologists, we developed an educational tool to activate their conscience when they become social media active. We created reword, a real time spellchecker for online bullying. As a child types, reword uses regex matching and syntax theory, searching a database of bullying words to identify patterns. When a pattern is recognised from millions of potential combinations, the child is instantly alerted with a red strikethrough. Reword is designed not only to protect potential victims, but to protect children from being bullies themselves. The red line is an intuitive symbol which encourages children to reconsider what they write, activating their conscience and creating a new generation that respects each other – online and in real life.

SPC Ardmona: Preserved Memories

The Shepparton Preserving Company is the last Australian cannery using homegrown produce. Without SPC, Australia’s fruit industry will disappear. To preserve it, we needed to create affection for the cannery. So, we created Preserved Memories. Using SPC’s own preserving process, we invited people to preserve their most cherished items in SPC cans. Driven through social media, there was an outpouring of emotion as Australians shared their deeply personal stories. Hundreds of precious items were then chosen and individually sealed inside a can designed around their owner’s memory. This created personalised time capsules, building a lifelong connection with the brand, and sparked a passionate conversation about preserving SPC. This turned the humble can into a symbol for preserving Australia’s fruit industry, before it disappears.

Honda CRV: Wild Horse Chase

First introduced in 1997, the Honda CR-V is one of the oldest players in the competitive Australian family SUV category. With buyers turning to newer nameplates from other manufacturers, the CR-V’s image needed to be refreshed for the launch of the CR-V Series II (a model update). To break the perceptions of the CR-V as being predictable, the campaign is based around a rather unpredictable story. ‘Wild Horse Chase’ tells the story of a young girl determined to replace her broken pink toy horse. Her father plays along with her solution to the problem, only to discover it is more spectacular than he could have imagined.

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.