Cannes Contenders: Droga5, 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...

Netflix Title.jpgNetflix Australia & New Zealand: Spectrum
Droga5 Sydney

Netflix is one of the most innovative entertainment streaming services in the world. The service learns and responds intuitively to what you personally like to watch. So the viewer is always in charge. The challenge was to introduce Netflix to Australian audiences in an environment that was as close as possible to the sign up point - online. The solution called for banners, a media with one of the lowest engagement levels, and an average click through of less than 1%. So how could we create an experience worthy of the world's most innovative, responsive and personalised entertainment service, in a banner ad?
Charlie-Ruedpokanon_TigerBeer_Vietnam_Charlie_03042014_1271[6][1].jpgTiger: Charlie
Droga5, Sydney
Young people in Asia have never had so much opportunity. Yet many are still held back by tradition, conformity and parental expectations. So as a proud Asian brand that stands for creativity and courage, Tiger beer wanted to encourage young people to UNCAGE and become creators of the new world. The campaign started with films about Uncaged lives in Asia. This film focuses on Charlie Ruedpokanon; A young business graduate who threw away a good, stable job to work as a stuntman in the film industry.

boxes.jpgThe Pool Collective: The only DM you won't throw away
Droga5, Sydney
The only DM you won't throw away. Developed for the photographers at The Pool Collective.


GameToQuit-CB.jpgGlaxoSmithKline: Game To Quit
Droga5, Sydney
Increasingly, the gaming industry has noticed an unexpected upside: games lower stress. What if this could be applied to people who are the most stressed - those trying to quit smoking? Introducing Nicabate Game to Quit. The world's first therapeutic game to work in tandem with a therapeutic product. Nicabate approached Droga5 to promote their latest product Nicabate Oral Strips, which starts to relieve the urge to smoke in 50 seconds. Instead of making just another banner campaign, the agency and client collaborated to create something more worthwhile; a genuine utility to help people quit cigarettes.

ARTIST_TIGER BARS Print-LR1.jpgHeineken Asia Pacific: Tiger Bars Print
Droga5, Sydney
As part of Tiger Beer's Uncage campaign, Droga5 created press ads that told stories of people who lived 'uncaged lives'. Running in Malaysia, they used Chinese writing down the page to create bars of a cage.



STUNTMAN_TIGER BARS Print-LR1.jpgHeineken Asia Pacific: Stuntman Print
Droga5, Sydney
As part of Tiger Beer's Uncage campaign, Droga5 created press ads that told stories of people who lived 'uncaged lives'. Running in Malaysia, they used Chinese writing down the page to create bars of a cage.

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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