Cannes Contenders: BBDO Guerrero Philippines
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…
Snickers has been sharing the “You’re Not You When You’re Hungry” campaign around the world for years. BBDO Guerrero then asked the question: “But what if someone else is hungry?” and introduced the Hungry Artist. We sent a street artist all over the city to draw portraits. But his hunger turned his subjects into something else – and their reactions were captured and made into an online video. For the first time in the campaign’s history, people could see the effect of hunger right on their own faces. The street portraits became a whole new medium. In 24 hours, the campaign reached 10,000 people on-ground, 100,000 people online, and got 11x media ROI.
Filipino kids grow up playing on the streets. But GPS apps now divert cars to side streets where kids play. Unlike schools and parks, the streets where kids play do not have signs or alerts to slow cars down. This has resulted in 35,000 children getting into road accidents every year. So Johnson’s launched Playstreet, an interactive map built by kids to keep adults responsible on the road. Drivers downloaded our map and used it on Google’s navigation app. Upon seeing our monsters on Playstreets, drivers were alerted to slow down. Then, we provided local officials and app makers the data they need to make streets safer to play. The launch of the campaign generated 301% increase in PR value, 164 million media impressions, 6x more responses than average and, most importantly, contributed to a sales growth of 21%.
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.