Cannes Contenders: 303Lowe, Sydney

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

Screen Shot 2015-05-08 at 11.25.59 am.jpgBudget Direct: Captain Risky
303Lowe, Sydney
Budget Direct offer low-cost insurance. But many consumers assumed they must be cutting corners. So instead of just talking about low prices, 303Lowe Sydney decided to explain why they're cheaper. It's because they don't insure bad drivers, high performance cars and other types of high risk - it's too expensive. But it means they can insure everyone else, for less. Enter Captain Risky. He embodies all the real-life risk that Budget Direct won't cover.
SINKERS_spit-thumb-400x254-174476.jpgRoyal Life Saving Australia: Sinkers
303Lowe, Sydney
Royal Life Saving wanted to prevent young Aussie males from mixing drinking and swimming. Some 41% of 15-29 year-olds who drown are under the influence of alcohol. Previous campaigns had limited success, as our audience are highly cynical of government safety messaging and their media consumption is primarily online. 303Lowe took an entirely different approach and made them a drink. 'Sinkers' - an undrinkable parody of popular pre-mixed drinks; combining alcohol with swimming locations. It was launched via social media using celebrity ambassadors and social influencers. We also partnered with some of Australia's biggest YouTube stars to create safety messaging unlike our audience had ever seen.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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