Cannes Contenders: Ogilvy & Mather Singapore
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…
Ogilvy & Mather Singapore
French Films are great. They are nuanced, character-driven and soaked in the atmosphere. But, how do you promote them to a non-French audience who tend to prefer Hollywood blockbusters? This is the task Alliance Française, the leading network promoting French culture worldwide gave us. We needed to define French cinema and how unique it is by comparing it with Hollywood Blockbusters. We sent the scripts of iconic French films to renowned Hollywood script consultancies. They didn’t see any potential in them. Their reports were turned into print ads that conveyed that French films don’t need to follow the Hollywood formula to make great films. The ads also directed people to read the full reports online.
Ogilvy & Mather Singapore
Every week, Singaporeans watch a lot of meaningless Hollywood blockbusters. There’s nothing bad about liking these movies, as they are fun. But, sometimes your brain needs to balance them with something more meaningful. The French Cinema is globally recognized as being more intellectual and ‘arty’. So, in order to attract a non-French audience to the French Film Festival in Singapore, we created a series of long copy ads that position the French Films as a more sophisticated experience that has the power to balance your intelligence after watching the crazy amount of meaningless blockbusters.
Ogilvy & Mather Singapore
IBM Watson is an AI system that works with humans. But many didn’t understand his capabilities or business applications. So, we chose an unexpected industry for Watson to work in: fashion. Using visual recognition, Watson analyzed over 500,000 images from fashion archives and photos from prominent Instagram users to provide insights on next season’s colors and styles. His insights helped Jason Grech, an Australian fashion designer to create the world’s first Cognitive Collection consisting of 12 stunning couture dresses. It was launched at Melbourne Spring Fashion Week and the partnership was shared across Australian media. In the end, a lot of fashion retailers other businesses have lined up to work with Watson.
Ogilvy & Mather Singapore
The Otterbox Stupid-Proof campaign is based on the truth that a mobile phone left on its own is perfectly safe. Unfortunately, mobile phones have owners. These owners are people. And people in the name of bravery, adventure, creativity and innovation, do really stupid things, constantly endangering their mobile phones.
Inspired by the famous photographer Martin Parr, we captured people’s moments of stupidity in the most candid way. These images combined with the tagline and one-liner- Otter Box indestructible phone covers. Protects smartphones from stupid people -demonstrates the product benefit with humor that’s universally understood and appreciated.
Ogilvy & Mather Singapore
In 2016, Singtel made some major upgrades to their 4G mobile network. To demonstrate its speed and reliability, we put it through a series of very unique tests where a second or two could prove disastrous. Three individuals: a national fencer, a stunt driver and an arcade enthusiast, were challenged to execute three precision stunts – with the mobile network over their eyes. At the heart of Data ExStream is the Data Optic Gear: A custom-built visor that houses two mobile phones over the individuals’ eyes. One phone uses its camera to video capture and stream, the other phone receives the visual feed via Singtel 4G. Any delay in transmission would mean a slow reaction by the individual and therefore, a failed test. http://bestofogilvy.asia/singtel-data-exstream-2/ https://player.vimeo.com/video/183453732
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.