Cannes Contenders: Publicis Singapore

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, that starts tomorrow, Campaign Brief is showcasing the work we hope will impress the judges ....

RedSport_rugby.jpgRed Sports - Keeps sports beautiful
In the eyes of many, athletes are more than just players in a game. They are an inspiration - our champions. They push limits and break frontiers. They are a living display of determination and tenacity.
However in recent years, a furore of scandals have transpired in the world of sports. From match fixing scandals to doping scandals, every scandal is a fracture to our admiration and respect we have for athletes.
This campaign aims to remind aspiring athletes and casual sports enthusiasts how a small act of treachery can tarnish the beauty of sports. And more importantly, being a true champion is more than just winning games.

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Love & Co - True love wins
There has always been a notion where people are expected to be with those whom society believes they should be with. Love has always been portrayed with a vision of a perfect couple, but in reality love isn't always how we imagined it to be. True love knows no boundaries. Anyone can be with the person their hearts long for.
In 'True love wins', true love is expressed through the juxtaposition of two contrasting persons together as a couple. Instead of using 'perfect' couples, the campaign goes against the convention of jewellery advertising by portraying five 'odd' couples who are deeply in love despite the scrutiny it may receive from most people. Along with these visuals is a simple and stark reminder that 'True love wins'. Through this campaign, Love & Co communicates to its audience that love is something to be proud of and to stand up for.

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Lancome_Blondes.jpgLancôme Advanced Génifique - A Daughter's Greatest Fear
Maintaining a youthful glow has always been a struggle for mothers. This is why hearing compliments such as, "You look like your daughter's sister" extremely flatters her. Whereas for a daughter, it's the other way around. With Lancôme Advanced Génifique, mothers look almost as young as their daughters while on the other hand, this becomes their daughters' greatest fear.
To demonstrate the power of Lancôme Advanced Génifique, an anti-aging serum, a series of print and outdoor campaign portray two women looking almost as young as each other, only to realise later that this isn't the case. With a closer look, it becomes more evident that both are neither sisters nor friends, but a mother and daughter.



Lancôme logic said:

Good casting- yummy mummies who got preggers in their teens.

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