The Work 2020 Contenders: M&C Saatchi, Sydney

With Cannes Lions postponed and LIA 2020 unfortunately cancelled, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region so we are introducing The Work 2020 Contenders.

Baiada – Lilydale/Steggles: Ugly, but good for you
M&C Saatchi, Sydney
Australians don’t eat much turkey. Once a year at best. Steggles wanted Aussies to know that turkeys are a superfood full of lean protein and vitamins. The problem was, when Aussies thought of superfood, this ugly bird didn’t come to mind. Dangly necks, floppy snoods…yuck. We decided their ugliness was a blessing. No other meat can own ugly like a turkey. And ugly things are often the best for us. Jogging, sex, tax receipts? Ugly, but good for you. This campaign built a unique identity for turkey in the only medium fit for such an ugly bird – radio.

Listen to the ‘Floppy Snood’ spot:

Listen to the ‘Quick to Fight’ spot:

Listen to the ‘Sweet Protein Treat’ spot:

Pinnacle Drinks – John Boston: Brewed in Honor of Legends
M&C Saatchi, Sydney
In a country famous for cold lagers such as VB and Carlton Draught and mass-produced craft labels, John Boston needed to stand out amongst glossy, predictable, mainstream beer advertising. Long copy posters allowed us to create advertising as crafted as the beer itself. The copy was endlessly refined to tell john Boston’s story with wit, intelligence and humour.
We chose cross track posters as the Australian rail system’s amusingly poor service led to large crowds of impatient commuters on most city platforms. Bereft of network coverage, we could tell them amusing stories before their un-air conditioned train rolled in late.

The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email kim@campaignbrief.com