Cannes Contenders: BWM Dentsu Australia

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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…


Bowel Cancer Australia: Bill Bowelley
BWM Dentsu
Bowel cancer is Australia’s second-deadliest cancer. So, raising awareness of this fact was literally a matter of life and death. Famous English comedian Bill Bailey – or “Bill Bowelly” as he is affectionately titled in this radio ad – played the part of a talking, rather irate bowel. Adding to the poignancy of Bailey’s brilliant performance was the fact that his own Mum died of bowel cancer, which sadly wasn’t detected early enough.

Latitude Financial: Boxing Day preSale
BWM Dentsu
Every year the Boxing Day discounts get bigger. But with bigger discounts come bigger crowds – something no one wants to deal with. So, to launch their new Low Rate Mastercard, Latitude used the card’s Price Protection feature (buy today and if the price drops later you can get back the difference) to move Boxing Day a month earlier. Now, Latitude cardholders could shop sales prices before anyone else. The integrated campaign included film, OOH, social, in-store and even featured a targeted campaign which used historical sales data to present ‘predicted discounts’ on products shoppers were looking at.

Cannes Contenders: BWM Dentsu Australia

HOYTS: ‘Pride Rock’, ‘Shower’, ‘What a Feeling’
BWM Dentsu
HOYTS live up to their Experience More positioning by playing host to a wide range of special features that make moviegoing better for everyone. And that includes the visually impaired.

The Aussie cinema’s Audio Description headset service provides narration that describes the action onscreen for those with limited or no sight.

With limited channels available to get the word out about this service to the visually impaired, radio was the clear and obvious choice – dramatising the experience by playing out iconic movie scenes entirely in narration, leaving it up to the audience to imagine and ultimately recognise these classic scenes.

Listen to the ‘Pride Rock’ spot

Listen to the ‘Shower’ spot

Listen to the ‘What a Feeling’ spot

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 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.