Cannes Contenders: Cummins&Partners Melbourne

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...

CGU.jpgCGU: Sunrise Surprise
Cummins&Partners, Melbourne

In 2014, Australia faced the Blue Mountains bush fires. CGU Insurance customer, David Sonter, was one of the worst affected - his small business lost everything. Yet, just 12 months later, David had staged a remarkable recovery. So to share David's success, Cummins&Partners teamed CGU Insurance with Australia's number one-rating morning show, Sunrise, for an Australian in-program first.
CARE_PACKAGE OF THANKS.jpgCare: Care Package Of Thanks
Cummins&Partners, Melbourne
The 2004 Boxing Day Tsunami ravaged 14 countries and is recognised as one of the worst natural disasters on record. Generous donations from Australians helped deliver 'Care Packages' of aid to over a million survivors. The problem - people don't know where their donation dollars go. A decade later, on the anniversary of the tragedy at Australia's biggest sporting event -- the Boxing Day Test cricket match against India, one of the most effected countries -- Cummins&Partners delivered another essential package: a Care Package of Thanks featuring 10,000 personalised thank you letters written by survivors. The campaign showed that a dollar given to Care today has a lasting impact on lives tomorrow.
 
HomeHardware.jpgHome Hardware: Put the Hard Back Into Hardware
Cummins&Partners, Melbourne
Somewhere along the line, the competition has turned hardware soft. It's hardware, not software. While some are comfortable selling soft furnishings like occasional throw cushions, Aussie retailer Home Hardware thinks a true hardware store should resemble one, not an extension of the hardware aisle in the supermarket. So listen to the harder, more knowledgeable you and do the job properly. This campaign invites Aussies to come to the place that's giving hardware its balls back: Home Timber & Hardware.
 
WIN HAPPINESS.jpgFather Bob: Win Happiness Guarenteed
Cummins&Partners, Melbourne
Over two months, any Australian who donated to the Father Bob Maguire Foundation gained automatic entry into the 'Win Happiness Guaranteed' promotion. Third prize won one of five flat-screen televisions. Second prize won a five-night stay at a five-star hotel. And first prize won 'happiness guaranteed': a week volunteering in a soup kitchen.
 
Screen Shot 2015-05-06 at 11.28.07 am.jpgTennis Hot Shots: Choose a sport you can play forever - Basketballer Cummins&Partners, Melbourne
This campaign is based on a truth that many sports played by kids today won't accompany them throughout their lives. Hotshots in comparison, is a tennis program specifically designed to teach kids to play tennis with confidence early on, setting them up for a lifetime of play. In this campaign we see men and women well past their prime attempting to perform the sport they did as children, with amusing results. The message: Tennis is a sport you can play forever.

Screen Shot 2015-05-06 at 11.29.16 am.jpgTennis Hot Shots: Choose a sport you can play forever - High Jumper
Cummins&Partners, Melbourne
This campaign is based on a truth that many sports played by kids today won't accompany them throughout their lives. Hotshots in comparison, is a tennis program specifically designed to teach kids to play tennis with confidence early on, setting them up for a lifetime of play. In this campaign we see men and women well past their prime attempting to perform the sport they did as children, with amusing results. The message: Tennis is a sport you can play forever.

Screen Shot 2015-05-06 at 11.30.35 am.jpgTennis Hot Shots: Choose a sport you can play forever
Cummins&Partners, Melbourne
This campaign is based on a truth that many sports played by kids today won't accompany them throughout their lives. Hotshots in comparison, is a tennis program specifically designed to teach kids to play tennis with confidence early on, setting them up for a lifetime of play. In this campaign we see men and women well past their prime attempting to perform the sport they did as children, with amusing results. The message: Tennis is a sport you can play forever.

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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