Cannes Contenders: Cummins&Partners, 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…

Plan International: Walk Like a Woman
Cummins&Partners, Melbourne
Most men couldn’t understand why women don’t feel safe walking alone at night. So Plan International released a 360-degree audio track that replicated how the streets sound to many women and ran it on Spotify as a real track by a real artist. It allowed men to spend a minute in a woman’s shoes and learn how they could make a difference.

Specsavers: Priceless Eyes
Cummins&Partners, Melbourne
To show a nation the true value of their eyes, Specsavers became Vesper Sacs, a fake medical research company that purchased eyes. We offered real people extraordinary sums of money for their sight, leading them to the realisation that if you wouldn’t sell your eyes for any amount then you should look after them.

Jeep: Trackhawk
Cummins&Partners, Melbourne
The Jeep Trackhawk is the world’s most powerful SUV. It’s so powerful, that its closest competitors aren’t SUV’s at all – they’re legendary supercars. To demonstrate this surprising fact to car lovers, online car listings of the world’s fastest cars were hijacked, pitting their official factory stats against the Trackhawk.

Australian Red Cross Blood Service: She Gives Birth, You Give Blood
Cummins&Partners, Melbourne
1 in 6 women will need blood during pregnancy. And right there beside most of these women, there’s a nervous partner, wishing they could do something to help. So, to increase blood donations, we launched, She Gives Birth, You Give Blood, an initiative that encouraged partners to take on a new task during pregnancy – giving blood.

The Movember Foundation: Man Of More Words
Cummins&Partners, Melbourne
Suicide is the largest killer of men under 40. To help more men speak up, Movember and Cummins & Partners launched a global suicide prevention platform, asking men to reject the stoic stereotypes of generations past and instead become a “man of more words”.

MADC: Meet Grant
Cummins&Partners, Melbourne
To attract a younger audience to MADC’s annual awards show, MADC released ‘Meet Grant’, a short film about the only person designed to survive a career in advertising. The parody of the multi-award winning Meet Graham, tapped into the harsh reality of life in advertising, poking fun at the industry we all love and endure.

Specsavers: The Error Ridden Ad
Cummins&Partners, Melbourne
Optometrists were having a hard time motivating people to get a regular eye test, a task viewed as time-consuming and intrusive. So Specsavers put an eye test in a place where all eyes were watching by concealing over 15 errors in a 30-second commercial to create the first ad that tests your sight as you watch.

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.