Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
FightMND: I’m Neale Daniher
Since Neale Daniher was diagnosed with Motor Neurone Disease in 2013, he has always been the voice of FightMND, a charity created to help find the cure.
But in 2022, it unfortunately took away one of his greatest weapons: his voice. This left FightMND with a unique problem – how do you continue to create a rallying cry to the entire country when your only spokesperson has lost the ability to speak?
By leveraging the duet feature on TikTok, the whole of Australia could donate their voice to Neale, and help him give his loudest speech yet.
Carlton & United Breweries: The Zero G Network
The great outdoors is our last true sanctuary, where we can get away from it all. That’s why we protect it from urban development. But why don’t we protect it from digital development?
Phone addiction is on the rise. And as 5G rapidly spreads into the great outdoors, soon there’ll be nowhere left to escape technology.
Great Northern, a beer brand born from spending quality time in the great outdoors, wanted to take action before it was too late.
So, we launched The Zero G Network, an initiative to create the world’s first digital-free national parks.
Carlton & United Breweries: Long Live the Keg
Carlton Draught has always made light of the ridiculous through its iconic “Made from beer” campaign. In 2023 it is back and having a laugh at the pomp and ceremony of the Royals. The excessiveness of the Royal Family has always made most Australians feel uncomfortable so was ripe for Carlton Draught to send it up. In typical grand reverence we see the ludicrous formality of the changing of the keg at a pub, a process that already feels like it takes far too long. Carlton Draught once again reminds us to stay grounded, especially at the pub.
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 firstname.lastname@example.org.