Cannes Contenders: J. Walter Thompson, Sydney
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…
J. Walter Thompson, Sydney
Too many people believed that Parkinson’s Disease was just an old person’s disease – therefore the public were less empathetic and weren’t willing to donate. Not enough people knew that every day 3 Australians under 40 are diagnosed with Parkinson’s disease. We had to find a way to change perceptions – and therefore the conversation – around this devastating disease. We created a film with a twist viewers didn’t see coming. The set up draws viewers in to thinking it’s the father with Parkinson’s – a perception they were previously programmed to think – but we reveal it’s actually the young woman who has it. This film reframed how Australians perceive Parkinson’s and a whole new conversation began off the back of it.
Banana Boat: The first sun-activated kids book.
J. Walter Thompson, Sydney
Australia has the highest incidence of skin cancer in the world. Research indicated that families were not applying or reapplying sunscreen properly. Parents needed a smarter way to teach their kids about the dangers of sunburn. So we created the first ever sun-activated kids book – ‘Colin Splodge and the Sizzledodge’ – an innovative children’s storybook printed with special UV-reactive ink. When activated by the sun, a character called the Sizzledodge appears with sun-safe tips, to remind Aussie kids about the importance of being sun-safe.
J. Walter Thompson, Sydney
There’s no cure for Parkinson’s Disease. Until there is, everyday tasks continue to prove impossible for sufferers. With millions of charities vying for attention, we needed a way to cut through. So we brought a group of people living with Parkinson’s together to take part in the biggest viral craze of 2016 – the mannequin challenge. In the viral video, Parkinson’s sufferers were challenged to stand completely still, something they cannot do without shaking. The video highlighted our key message, ‘Until there’s a cure, life is our challenge.’
J. Walter Thompson, Sydney
For Breast Cancer Awareness Month in October 2016, the I Touch Myself Project wanted to create something that we could get into women’s daily life as a tangible reminder to touch themselves. Our idea was to create a bra that reminds women to check their breasts for changes when getting dressed every day. We approached Berlei, who partnered with us to create 10,000 limited edition bras with 100% of all profits going to Breast Cancer Network Australia. Introducing The Chrissy Bra – the bra that supports your breasts for life. Named in honour of rock goddess, Chrissy Amphlett, The Chrissy Bra was made of the softest, most tactile skin-like fabric, while the swing tag encouraged women to get into the habit of checking their breasts daily and to visit itouchmyself.org for a customised self-checking demonstration. The launch was supported by a campaign shot by rock photographer, Tony Mott and 10 Australian rock chicks, who all gave their time for the Project. The campaign was so successful, we are doing a new run of The Chrissy Bra this October.
We are inviting agencies 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.