Cannes Contenders: JWT Asia Pacific
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival Campaign Brief will be showcasing the work we hope will impress the judges ….
Nokia – Anti Shake
JWT Beijing
To demonstrate the power of Nokia Lumia’s Optical Image Stabilization feature, JWT Beijing created a quirky three-part campaign that shows you can still grab that all-important photo even when you can’t keep the camera perfectly still. Fear no more: The Lumia 1520’s shake-proof feature will always ensure a great shot.
JWT Bangkok
This hilarious online musical drives home the benefits of Siam Commercial Bank’s new Up2Me mobile payment product to the hard-to-reach Gen Y target audience, who don’t visit bank branches or watch much TV. The mini-musical dramatizes the struggle between two young men over a pair of jeans in a Thai street market; the one equipped with the mobile payment app emerges triumphant in a comedic ending that would make Andrew Lloyd Weber smile. Watch the spot, which drew over 1 million views, here.
JWT Sydney/Perth
The RAC, one of Western Australia’s largest roadside assistance and insurance companies, and JWT Perth created a world-first innovation – a car powered by attention – to raise awareness about the deadly impact of inattention on WA roads, which estimated to be a factor in 46% of all fatal crashes in Australia. The “Attention Powered Car” employs the use of neuro-technology to make the car ‘go’ when drivers are paying attention, and ‘slow’ when they are not. The ongoing campaign spans TV, press, online and social media, and to date has gained an unprecedented 55 million earned media impressions worldwide.
JWT Singapore
To help women combat harassment and easily alert emergency contacts when they face threats to their personal safety, JWT Singapore, in support of the Association of Women for Action and Research (AWARE), created Guardian Angel personal safety accessory line.
Designed in the shape of a halo, The Guardian Angel is a simple but elegant innovation which can be worn as a necklace or a bracelet, so that it’s always accessible. By clicking once on their Guardian Angel pendant, a woman can trigger a call to her own phone during an uncomfortable moment, offering her an excuse to break away from a harasser in a shared space such as an office or a bar. In cases of threat to her personal safety, she can hold the button for three seconds to send an SOS text message to a designated number, such as her parents or a friend, to notify them she is in danger. The text message provides coordinates and a Google Map link to her location. Ten percent of each sale of the Guardian Angel, which is sold online will go to AWARE.
JWT Taipei
To help encourage blood donations at Christmas-New Year period, when there is typically a donation shortfall, we decided to inspire donors by making them Christmas heros.
We realized that there is one thing in common among heroes around the world: they always appear in slow motion. So we created personal slow-mo hero films of our donors at the blood donation site, backed by heroic Christmas songs, which they could view and share online immediately; we then went on to broadcast the films on 201 buses, 750 office buildings and three TV stations. Within one week, we made 1,768 hero films that were shared online over 116,000 times. Blood donations, meanwhile, went up by 46% over the same period last year.
JWT Jakarta
As Indonesias largest and oldest bookstore, Gramedia tasked itself with the challenge of reviving the Indonesian youths’ passion for history and reading. Using 27,000 history books, JWT and Gramedia restored a significant historical ruin overnight. Not only did the campaign get the nation talking, but it also increased sales of history books by 26 percent.
JWT India
Cricket is a popular sport and pastime in many corners of the world, but there is no nation more impassioned by the game than India. Nike’s “Make Every Yard Count” portrays this fervent love story between Indian spectators and the sport of cricket. Stitching together more than 200,000 crowdsourced images of over 1,400 cricket-crazy youth, the spot captures both the intense action that takes place on the 22-yard playing field and the widespread influence of cricket.