Cannes Contenders: Wunderman Thompson, Sydney
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…
I Touch Myself Project: Serena
Wunderman Thompson, Sydney
In 2014, the I Touch Myself Project transformed the hit song ‘I Touch Myself’ into a breast health anthem. In 2018, the bra brand Berlei wanted a campaign that would demonstrate their brand promise to support women’s breast health as well as their ongoing commitment to Breast Cancer Network Australia. So, we did a follow-up like no other – touching over I.25 billion people across 95 countries and increasing the conversation about self-detection by 252%. Despite having never sung professionally before, one of the world’s greatest influencers agreed to front the campaign. When Serena Williams sang, women listened: creating the most retweeted post, the most talked about campaign on Instagram, and the most watched video during International Breast Cancer Awareness Month. By lending her voice to the Project, Serena has become a champion for women’s health and put self-checking on the global stage.
J&J: Regaine
Wunderman Thompson, Sydney
When it comes to hair loss, Australian men have their heads in the sand. We were tasked with shifting young men’s focus from being in denial to considering Regaine as the solution. So, instead of dramatising the problem in a typical pharmaceutical way, we focused on crafting an execution that would show the solution in a positive way. Our understated scribble subtlety but powerfully demonstrated that there’s a simple solution to hair loss if you’re willing to try. While everyone could enjoy the reward of connecting the dots, we could connect with sufferers in a discreet but powerful way.
RFS: ‘How fireproof is your plan?’
Wunderman Thompson, Sydney
How do you change behaviour when the very real potential of death and destruction isn’t enough? This campaign was tasked with improving the quality of preparation for bushfire. Our campaign created a sense of vulnerability by dramatising the awful reality of being insufficiently prepared for fire and asking one simple but searing question: how fireproof is your plan? We resolve with a low effort call-to-action: go to the campaign site and find out how prepared you are vs what really is needed to survive.
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.