McCann Worldgroup APAC’s 2023 Cannes Contenders
Here we take a close look at the best prospects at this year’s Cannes Lions from McCann Worldgroup APAC.
JAPAN
TOY 8 – TOY 8 Screening
McCann Tokyo
“TOY8 Screening” is a digital screening system that measures children’s development through play.
In Malaysia where learning losses of children have become a social issue after COVID, this system makes developmental screening accessible at an early stage.
“TOY8 Screening” has been approved by Malaysia’s National Recovery Council and the project is also underway to make screening in public kindergartens mandatory in collaboration with the National Institute of Child Data.
AUSTRALIA
Maybelline – Through Their Eyes
McCann Melbourne
In Australia 83% of female-identifying gamers have experienced offensive behaviour online. So most switch their microphones off to hide their identity, and game in silence.
Using live voice-changing technology, we disguised two prominent Aussie male gamers, with fake female profiles in an online first-person shooter game, so they saw what it was like to play through a woman’s eyes.
The 3-minute film was broadcast by Twitch streamers to millions of fans and broadcast live during a gaming tournament, encouraging male players to change the game and directing those who’d suffered abuse to online mental health service, ReachOut.
CHINA
Hoegaarden – Take a sip of sweetness and experience the Belgian Spring
McCann Shanghai
This is China’s first Spring, without being in quarantine or lockdowns. For the past three years, bars and restaurants have experienced closures and public gatherings were restricted. Covid-testing booths were enforced on every corner nationwide and people had to get tested every day.
Hoegaarden was launching fruity beers, its first event post-pandemic.
To celebrate, it reinvented the booths into a sweet spring garden experience, from swab tests to beer taste tests. Test tubes held flowers. From social distancing to being a place to gather and socialise. From being wound up to unwinding in nature.
INDIA
Comic Con India
McCann Worldgroup India
Comic Con India, is an event where over 200,000 youngsters gather to celebrate action and violence in a medium they love, comics. To shock them into realizing that domestic violence is happening all around them, we introduced a cosplayer with real stories of urban domestic violence painted on her in the form of comic book panes. The ‘Pow’, ‘Biff’ and ‘Bam’ took on a whole new meaning in the context of domestic abuse.
The cosplayer made her way through the event, ultimately to the main stage where traditional cosplayers made way for her. The message was clear, that the youth need to spot these signs of domestic abuse and be the heroes to rise up and report them.
