Cannes Contenders: TBWA Melbourne

How will Asia-Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

ANZ Bank: Kicking Down Barriers
TBWA Melbourne
Our idea was to put Dylan on a deserving equal pedestal to his able-bodied counterparts by having him join the exclusive group of elite athletes with their very own, eponymous shoes.

Having replaced Novak Djokovic as the face of ANZ’s Australian Open sponsorship, ANZ’s advertising with Dylan has always embraced him as an elite athlete and charismatic personality – who just happens to be in a wheelchair.

By surprising Dylan with his own Nike Player Exclusive sneakers to wear throughout the 2019 Australian Open tournament, this idea was designed to send a powerful message of inclusion to disabled individuals everywhere, amplify ANZ’s inclusion efforts and put the ‘bank’ up in lights alongside one of the world’s most aspirational brands.

Asahi Premium Beverages: O Yeah
TBWA Melbourne
As a rule, alcohol advertising follows a template; beautiful people, in exotic locations, drinking perfect drinks – and it doesn’t resonate. Especially amongst our target demographic of young Australians, where tolerance for this fantasy world is extremely low.

So we created a campaign entitled ‘O Yeah’ and launched it with a bold, illustrative look and a uniquely honest tone.

When it came to designing the campaign for Vodka O, the answers were right there in the name or more specifically in the ‘O’. Each illustration was created in a circle motif derived from the ‘O’ – even the line ‘O Yeah’ echoed this strategy.

This simple framework meant we could explore the weird, the wacky and the wonderful while still creating a unified campaign which has become the base for a completely new look for the brand.

Schweppes: Schweppervescence
TBWA Melbourne
Schweppes has long been famous for its trademark bubbles, or ‘Schweppervescence’. We re-surfaced and amplified this cultural totem to make it the hero of our campaign. Private label brands might have bubbles, but they’re not famous for ‘Schweppervescence’, after all. Using Schweppes’ bubbles as the evocative vehicle to share a magical urban narrative of sophisticated lifestyle moments, we created a piece of cinema that shows the true eloquence, aspiration and ubiquity of the brand – one that stirs emotion rather than overtly selling a product.

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.