Cannes Contenders: McCann Health Greater China
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…
McCann Health Greater China
The film focuses on the core brand beliefs: “The best of nature. The best of science.” An epic story that begins with a seed, selected to be the best and nurtured into growth across different realms which individually represent heritage, eco-system, trustworthiness and science – until the best is selected, harvested and prepared for the people of the world. The results of all of these efforts can be found in the Double X box of Nutrilite.
McCann Health Greater China
Fatigue is a chronic health issue, which affects the majority of workers in Hong Kong. This results in symptoms such as body heaviness, muscle pain, eye fatigue, and sleep difficulties. Unfortunately, their perception is that it is a temporary problem, easily fixed with painkillers or stimulants. Hence, they don’t take fatigue seriously. To get the public’s attention and up the ante on fatigue, we created an ambient installation to show how fatigue slowly kills our dreams.
McCann Health Greater China
Depression is a serious issue in Hong Kong – with roughly 1 in 5 people struggling with mood disorder. Targeting the highest traffic locations in Hong Kong; Quarry Bay, Causeway Bay, and Kowloon Tong, the team used a large truck to create a mobile theatre and played a film from the POV of a sufferer of depression. The film showed that the most powerful tool against depression is simply “To Listen”. It paused in the middle of the story and audience was asked to take action by indicating whether they are “Willing to Listen” – to unveil the full story.
Galderma: Good on Me, Not on You
McCann Health Greater China
How should we change the modern Chinese woman’s negative perceptions about hyaluronic acid volumising beauty treatments – without showing another beautiful smiling face? By looking at the positive side of what we traditionally think of as unattractive, we help Chinese women realize how much they love wrinkles, saggy skin and flat cheeks…on their pets.
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.
