Cannes Contenders: McCann Worldgroup APAC
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 Worldgroup Hong Kong
Lee Jeans introduced its first-ever Lee X-Line, a brand that is uniquely designed for Millennials and Gen Z shoppers in China and exclusively sold through e-commerce channels.
Themed “Fission of Self”, the campaign was inspired by the insight that millennials and Gen Z love variety and diversity in their self-expression, and approach to roles and lifestyle. The campaign used an efficient pool of resources to create maximum impact via online brand video. We co-created a set of dance moves with top KOLs in China and launched an online video featuring the “Fission X” dance. We also showcased the new collection in partnership with music platform Douyin, China’s No.1 social-video app.
Within 3 days of the launch, we received 22 million impressions, 4.9 million views and 450,000 likes. Sales conversion rate increased by 114%. An all-time record-high of 378% growth in sales revenue.
McCann Worldgroup – Cathay Pacific Team
A staggering 320 million Lai See are given out each Chinese New Year in Hong Kong! Many brands produce their own paper packets in the hope that members of the public will select theirs to give out. Sadly, when celebrations are over, only 2% are recycled. Cathay needed a way to cut through the Lai See noise in a truly meaningful way, that would make a difference in more ways than one.
We created Uniform Lai See, the city’s first sustainable, upcycled Lai See – made entirely from retired Cathay Pacific uniforms. Designed firstly as beautiful blessings, but more importantly as a trigger to start the overdue conversation about single use paper packets that contribute to 16,000 trees lost in wasted paper every year!
McCann Tokyo
Mobil 1’s message “You are the 1.” expresses the brand’s spirit of rooting for and supporting those that go their own path to become No.1 in their own unique way. One man was chosen to embody this message and spirit of the brand. On a race circuit, he steadily moves toward the goal along with two race cars. Despite being overtaken repeatedly and becoming worn out, he resolutely continues his own path to reach the goal at his own pace. His striving is captured in the style of a documentary.
McCann Shanghai
A beautifully crafted film that captures how three renowned Discovery Channel photographers go about their respective expeditions in 3 new Chevrolet Equinox. The idea was to create poetry in motion – be it with the cinematography, music, sound effects or the use of Edgar Allan Poe’s poem titled ‘Hunt’. The immaculate craft has won over many plaudits across many international shows like AdFest and New York Festival. The campaign has also generated significant sales that made Equinox the top selling model.
McCann Shanghai
China is a country with over 240 cities with their own distinct cultures and dialects. How could Coca-Cola break down barriers and help urban Chinese to connect? By celebrating what makes the cities special – the people, its culture, and the varied nuances and flavours. Faces of the City depicts the personalities of 23 Chinese cities using iconic cultural elements of each city to express the personality of its people and mixing it with Coca-Cola iconography.
Some cans have iconic landmarks on them along with subtle cultural cues. The design for Shanghai shows a woman with her hair piled up into the shape of an iconic local skyscraper, the Oriental Pearl Tower, but it nods to the city’s fashion scene by putting her in a traditional qipao dress.
The campaign also included a film celebrating city cultures, print, billboards and a partnership with Baidu to create an AR experience to allow consumers to interact with each of the 23 city cans. The campaign earned 548 million social impressions, and the sales volume has more than doubled from the same period last year.
McCann Melbourne
Film is one of the most powerfully immersive storytelling mediums. It allows the audience members to live vicariously through characters in completely different worlds to their own. The Melbourne International Film Festival has always prided itself on offering a deeply immersive and emotional experience. So, on opening night instead of inviting audience members to watch a film, we invited them to escape into the characters inside one. A live experience that combine VR and 3D projection mapping, powered by a gaming engine, enabled audience members to immerse themselves into film like never before.
Digital Puppetry has already garnered a One Show Silver, Webbys Honoree and a New York Festival finalist.
McCann Sydney
Most cat owners believe they have a special bond with their cat, like soulmates, and only they know which their cats’ favourite food is. And they don’t trust ads telling them to try another brand. But they trust their cat. So, Friskies gave cats a voice. By developing a new way to interpret the capacitive data from touchscreens, with a unique software code that measures minute electrical currents from a cat’s tongue, it turned every smartphone into a lick detector.
Cat Critic was launched with free trial packs at Pet stores and Cat Shows around the country. All people had to do then was place Friskies on their Smartphone with our html5 site open and let their cat lick it clean. The more cats licked their phone clean, the more positive their review of Friskies. The mobile site instantly allocated an appropriate review based on the score and posted from the cat to the owner’s chosen social media. For the first time, Cats became influencers, talking about Friskies in a new way and sharing to wider audiences.
McCann Sydney
Tap For Your Town took Mastercard’s payment technology that was already in every town but that wasn’t being used and turned it into a mechanic to bring communities together and stimulate local economies. It gave all New Zealanders the chance to bring rugby legend Richie McCaw out of retirement to play a game against their town’s local team. The town with the most taps would win.
During the 10-week campaign Mastercard measured the real time tapping data of 66 towns to create a leader board, using this data to fuel the frenzy with more than 400 town specific creative in geo-fenced social media. When Queenstown emerged victorious, the game was broadcast to the entire nation on Facebook Live.
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.