The Work 2020 Contenders: TBWA Melbourne
With Cannes Lions and LIA postponed until 2021, 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.
ANZ Bank: Signs of Love
TBWAMelbourne
‘Signs of Love’ saw the overnight metamorphosis of Oxford Street signs into beacons of pride and inclusion for the LGBTIQ+ community living away from Sydney’s more inclusive Oxford Street (and Pride March parade-route).
In rural and regional towns across Australia, Oxford Street signs were transformed into shimmering, 3D chrome sculptures, paying homage to familiar LGBTIQ+ tropes and icons.
With Google Street View and ANZ branded Oxford Street giphy stickers, ANZ extended the Mardi Gras experience through online and social touchpoints for all the world to experience.
ANZ Bank: Kicking Down Barriers
TBWAMelbourne
ANZ Bank sponsors Dylan Alcott, champion wheelchair tennis player. With more Grand Slam wins under his belt than Andre Agassi, we thought it was about time Dylan was put on an equal pedestal to his able-bodied counterparts. So, in partnership with Nike, we made him the first ever wheelchair athlete in history to be honoured with his own Player Exclusive Nike sneakers, even with his own ‘Jordan-esque’ Nike logo. Dylan wore the shoes throughout the 2019 Australian Open, sending a powerful message of inclusion to disabled individuals everywhere.
Asahi Premium Beverages: Vodka O – ‘O Yeah’
TBWAMelbourne
As a rule, alcohol advertising follows a template; beautiful people, in exotic locations, drinking perfect drinks – and it doesn’t resonate. Especially amongst our target demographic of young Australians, where tolerance for this fantasy world is extremely low. So we created a campaign entitled ‘O Yeah’ and launched it with a bold, illustrative look and a uniquely honest tone. And we didn’t just make one ad, we made dozens. Each one celebrating a unique Vodka O occasion; from a dirty martini to a knock-off drink and even an acoustic guitar session.
Asahi Lifestyle beverages: Schweppervescence – Let It Out
TBWAMelbourne
To re-establish Schweppes as the premier sparkling beverage brand in Australia, we needed to create something emotional, something refined, that created desire and aspiration. Schweppes has long been famous for its trademark ‘Schweppervesence’, so we re-surfaced and amplified this cultural totem to make it the hero of our campaign. Using Schweppes’ bubbles as the evocative vehicle to share a magical urban narrative of sophisticated lifestyle moments, our creative shows the true eloquence, aspiration and ubiquity of the brand – one that stirs emotion rather than overtly selling a product.
ANZ Bank: Ace For Inclusion
TBWAMelbourne
Despite being a 7X Grand Slam winner and dual-sport Paralympic Gold Medallist, only 6% of Australians knew of Dylan (according to pre-campaign research). His incredible achievements deserved greater recognition. And so we chose to put him on an equal pedestal to the one we’d put Djokovic on – front and centre of the ANZ brand.
Where convention in diversity advertising suggested we should tell the heart-tugging story of Dylan’s superhuman successes in the face of his challenging disability, we decided to disrupt the status quo.
Instead, our idea was to hero Dylan not for his disability, but irrespective of it. So, we portrayed Dylan simply as Dylan, a cheeky, charismatic guy and champion tennis player – who just happened to be in a wheelchair.
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.