The Work 2023 Contenders: M&C Saatchi

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

Tourism Australia: G’day
M&C Saatchi
When a charismatic toy unicorn with questionable magical abilities (Will Arnett) is accidentally delivered to the wrong gift shop in a strange country (Australia), a forgotten Kangaroo souvenir (Rose Byrne) seizes the opportunity to befriend him and escape her dusty top shelf to see the country she’s always dreamt of.

G’day is a buddy film created to showcase the warm and welcoming nature of Australians against the stunning backdrop of Australia in a singular narrative that can work anywhere in the world.

The Work 2023 Contenders: M&C Saatchi

Baiada – Steggles Turkey: Ugly Makes You Super
M&C Saatchi
Australia was in a fickle place. Hours of scrolling through face hacked content was making us feel uglier every day. As the nation’s top seller of turkey, the world’s ugliest superfood, Steggles set out to remind Aussies that greatness comes from inside (and that turkey makes your insides great). They made a campaign of catchy songs that reframed ugly as a superpower.

Because it’s rarely the pretty people who push humanity forward — it’s the awkward teens, IT nerds and aesthetically challenged leaders who had to find another way to become interesting. Ugly was their fuel. Ugly made them super.


BWS: Unforgettable Reminders
M&C Saatchi
There are 3 absurd films in Unforgettable Reminders. Each film reimagines the BWS acronym in a ridiculous new way to help people remember boring product messages.

Beauticians Waxing Sailors sees a beautician waxing a very hairy sailor’s chest to reveal a 1 hour delivery message.

Barbequing Wrestler Singing sees a wrestler barbequing while poorly singing an operatic tune to his pet goat, and wearing a championship belt that reads 30 minute pick up.

Bros Wrapping Stuff sees two identical bodybuilders intensely wrapping last minute gifts for their mesmerised grandma.


The deadline for Campaign Brief’s The Work 2023 is Monday May 8. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email