Cannes Contenders: Y&R Asia
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…
Y&R Asia
We’ve all seen those amazing pictures of the moon during eclipses or the Nothern Lights, but not anyone can just go out and take shots like this without having to lug around $5,000 worth of photography equipment with a weight of 25kgs or more. This was the problem TinyMOS set out to address. Anyone and everyone should be able to shoot great pictures of the night sky anywhere and be able to share it as simply as a selfie. Working with Y&R, TinyMOS designed MOS 1, the world’s smallest and easiest to use astronomy camera. The same size as a smartphone anyone could point MOS 1 at the night sky and take a stunning picture worthy of National Geographic, and all at 1/10th the price.
Y&R Asia
A banana is almost the definition of a commodity, no one worries about brands of bananas and definitely doesn’t pay a premium for one. Dole has been changing this by making it the most premium Banana brand and the largest selling branded fruit across Japan. We turned the Dole Banana into the most sought after object in Japan with the help of Banapen – a specially designed 100% organic-ink pen that lets you write personalized messages on bananas. Dispensed through vending machines and adopted by the Tokyo Marathon, Banapen made Dole a banana brand worth paying more for.
Y&R Asia
In Japanese culture, infertility is considered a women’s problem and even talking about it is highly taboo. But the reality is that 48% of infertility is caused by issues with males. But even if the male was willing social pressure made it a taboo for him to go for a check-up. In fact the problem is so acute in the world’s fastest aging country that an average couple with infertility issues can take up to 3 years to conceive. So, we created SEEM. A simple fertility testing kit powered by your smartphone, that men could use in the privacy of their bedroom. It quickly became Amazon’s highest selling healthcare kit and brought the taboo topic of male fertility into the media spotlight. And most importantly reduced the time taken for couples to get to conception from 3 years to 6 months, by getting men to tests way earlier in the process.
Y&R Asia
Member’s buy 1 get 1 free promotion, a promotion that’s almost as old as retail. The challenge was to get people to not just notice this, but actually share this on their social networks and was born the most chilling of retail ads.
Y&R Asia
To celebrate every woman in China on women’s day Burger King became Burger Queen. From store signs to collateral to packaging everything in the stores was changed. But it was more than just a change of name. Every woman who ordered a Whopper received a special box asking them to open and discover who the Burger Queen was. Inside was a mirror. showing Chinese women that the Queen isn’t a powerful mythical or superior person but every one of them just for being a woman. A message of empowerment and self confidence, it spread like wildfire throughout social media with 110 million views and China celebrated every woman as the queen she is born to be.
Y&R Asia
A drug for old people with Osteoarthritis; a moving story about a son his mother and independence. A very strong message in Japan where the ratio of old to young is the highest in the world and growing every day.
Y&R Asia
Trying to explain this is like trying to chew your ear, so just watch and enjoy as we launch Thailand’s first beverage with chewy chunks.
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.