Table stakes: All Australia and New Zealand's Cannes brand and agency winners in one place
It's the biggest stage in the world for marketing and advertising, and the ANZ region is there in force. Suncorp Group scored another award, a Bronze Lion, on the festival's final day, and Kiwi charity Everybody Eats won one too.
Suncorp Group won a Bronze Lion for its One House to Save Many campaign, created by Leo Burnett Sydney. This Bronze award was in the Sustainable Development Goals category of the Good Lions. Explained below, the project has started a conversation that may embed the notion of 'resilience' in Australia's National Construction Code.
Everybody Eats, a New Zealand-based charity kitchen, won a Bronze Lion for its Goodie Box campaign. Created by DDB New Zealand Auckland, the campaign involved putting a QR code for the charity on a redesigned takeaway food box. It led to more than 60,000 meals donated by Kiwis in the first six months of operation. The Bronze Lion was in the Sustainable Development Goals category of the Good Lions.
AAMI won a Gold Lion and a Bronze Lion for its campaign AAMI RestTowns, created through Ogilvy Australia Melbourne. The campaign involved identifying the longest and most dangerous stretches of road during summer months, using Facebook interest-based data targeting, and serving unique Spotify playlists that combined Waze and TikTok data to serve 'rest alerts' for 52 AAMI RestTowns. It won a Gold Lion in the Media category for its use of data, as well as a Bronze Lion in the Creative Data category, both part of the Engagement Lions.
Volkswagen won a Gold Lion for its campaign, The Ad Break Championship - GTI Hijack. Created by DDB Sydney, it involved turning ad breaks into a three-minute race using a Volkswagen Golf GTI. There were 70,000 game sessions, 90,000 visits to the campaign page, and dealer callbacks went up by 436 per cent. This Gold Lion was part of the Media category of the Engagement Lions.
Fresh after winning a Grand Prix on Wednesday, Suncorp Group has also won a Silver Lion for its campaign, One House to Save Many. Created by Leo Burnett Sydney, this award was for the PR category of the Engagement Lions. The campaign earned 20 million impressions across national news outlets and reached 99 per cent of its target audience.
Matilda Bay won a third Silver Lion for its Rejected Ales campaign, which was created by Howatson + Company Sydney. This award was for 'Excellence in Direct', part of the Direct category in the Engagement Lions.
Samsung won a Gold Lion and three Bronze Lions for its Samsung iTest campaign, created by DDB New Zealand Auckland. Samsung iTest involved building a web app that imitated the operating system of a Samsung device on Apple's iOS devices. The idea meant 12 million iPhone users had the experience of owning a Samsung without having one. It won Gold in the Media category, two Bronzes in the Direct (Use of Mobile and Experience Design), and final Bronze in the Social & Influencer category of the Engagement Lions.
Spark won a Silver Lion for its campaign, Beyond Binary Code. Created by Colenso BBDO Auckland, the work involved building downloadable HTML code that businesses could access that would update forms and fields to include more than two genders. The website was viewed by 10,000 unique visitors, there were more than 200 code downloads and 36 major businesses started meaningful conversations with Spark.
Motor Neurone Disease Association NZ won a second award, a Bronze Lion, for its campaign, David's Unusables. Created by Special Auckland, it won this award in the PR category of the Engagement Lions - it reached 1.5 million New Zealanders and drove $350,000 in advertising value equivalent coverage and had 7.9 million impressions.
Yellow won a Bronze Lion for its campaign, Robyn's Undies, which was created by Heyyou Auckland. The campaign promoted the Yellow Pages' search, online and digital services by creating an underwear business with a Kiwi actress called Robyn Malcolm using only Yellow's digital products. She sold $30,000 worth of undies in three months, donating profits to charity. The work won a Bronze Lion in the Creative B2B category of the Engagement Lions.
A Grand Prix! Suncorp Group won the top gong for its campaign, One House to Save Many. Created with Leo Burnett Sydney, the campaign involved designing, scientifically testing and building a home to withstand cyclones, floods and bushfires. Mi3 wrote in-depth about this one earlier this month. This Grand Prix was in the Innovation category, under the Experience Lions.
Matilda Bay won a second Silver Lion for its campaign, Rejected Ales. Created with Howatson + Company Sydney, the work involved letting craft beer drinkers taste the 27 rejected batches it took to create the company's award-winning Original Ale. This Silver Lion was in the Brand Experience and Activation category of the Experience Lions.
The Australian Federal Police won a second lion, this time a Silver Lion, for their campaign, Crime Interrupted. Created with Host Havas Sydney, it was a top-ranking, six-part podcast that served as a recruitment drive for the AFP. Job ad site visits rose 114 per cent year on year as a result. Series two is being developed. This Silver Lion was in the Creative Strategy category of the Strategy Lions.
Craft beer brewer Matilda Bay has been awarded a Silver Lion and a Bronze Lion for its campaign, Rejected Ales. Created with Howatson + Company Sydney, the campaign released the 26 'rejected' beers before the brewers reached their Original Ale. Sales for the Original Ale rose 11x, per the award description. The Silver Lion was for Design category, part of the Craft Lions, while the Bronze Lion was for the Industry Craft category, another part of the Craft Lions.
Convenience store chain 7-Eleven won a Bronze Lion for its campaign, Coffee Scrub. Created by CHEP Network Melbourne, the campaign pointed out 7-Eleven sells more coffee than anyone else in Australia and yet still had a perception it was not made from real beans. The campaign set new sales records for 7-Eleven, the award entry said. The Bronze Lion was part of the Design category, part of the Craft Lions.
The Australian Federal Police won a Bronze Lion, for its campaign, Crime Interrupted. Created by Host Havas Sydney, and produced by Sedona and Casefile Presents, the campaign involved a six-part true crime podcast to recruit for the AFP. It became Australia's second most popular podcast. The Bronze Lion was in the Entertainment category of the Entertainment Lions.
Car maker Volkswagen won a Bronze Lion for its campaign, The Ad Break Championship - GTI Hijack. Created by DDB Sydney and produced by Tribal Worldwide and Art of Play, it involved an in-browser racing game that 'hacked' 12 ad breaks over a three week period. The Bronze Lion was part of the Entertainment category in the Entertainment Lions.
The Australian Open won a Bronze Lion for its campaign, Australian Open Metaverse. Created by Run It Wild in Melbourne, the campaign involved a non-fungible token (NFTs) known as AO Artballs and a virtual AO Metaverse that recreated Melbourne Park. It had 175,000 visitors from 157 countries, who spend an average of 16 minutes per area. The Bronze Lion was in the Entertainment Lions for Sport category, part of the Entertainment Lions.
The Motor Neurone Disease Association NZ has been awarded a Gold Lion for its work in the Fundraising & Advocacy category as part of the Health & Wellness Lions. It's campaign, David's Unusables - created by Special Auckland, targeted the many New Zealanders who buy and sell used goods online to educate them on the debilitating effects of Motor Neurone Disease.
The Garvan Institute of Medical Research has been awarded a Bronze Lion for its work in the Fundraising & Advocacy category as part of the Health & Wellness Lions. Its campaign, Disease Dilemmas - created by Dentsu Creative Sydney, shows multiple patients living with different, life-threatening diseases, and asks the audience a single, uncomfortable question – “Who would you donate to?”.
Building mental availability in audio has never been more challenging. Once-traditional radio businesses are now competing with video, streaming and social media content – but audio has some powerful strengths in that battle. As NOVA Entertainment’s Adam Johnson writes, the ‘Place’ in McCarthy’s ‘Four Ps’ is key with quality content and ubiquitous access –physical availability – driving marketers’ goals through audio.
Patagonia’s repairs, New Balance’s leather leading as consumers’ vote with wallets for future value – conscience and commerce key
What can Benjamin Franklin, the ‘Green Revolution’ and consumer purpose teach us about future value? A lot, writes VMLY&R’s Troy Nicoll. In the third instalment of VMLY&R’s value series, he says brands that move last will be remembered – negatively. And those that understand ‘value’ as being a holistic, long-term relationship with consumers – like Patagonia and New Balance – will help reimagine marketing thinking. People are already voting with their wallets out of principle, identity, and survival.
There’s an unfair image of Millennials out there that paints them as poor financial managers, economics journalist Jess Irvine says. But they’re hungrier for information and advice than any generation before them. Despite this, a new survey from Nine has found that they’re becoming less sure of themselves. And with more than seven million Australians aged 18 to 39 set to inherit $320,000 each over the next 20 years – that’s $3.5 trillion in total – the brands that share smart information that doesn’t oversimplify things can help these Millennials – and themselves.