Cannes Contenders: McCann 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...

TigerairChickens-thumb-400x225-169435.jpgTigerair: Infrequent Flyers Club
McCann Melbourne
 77% of Australians fly less than three times a year for the simple reason that it's too expensive. While many airlines encourage customers through glamorous loyalty programs, the ugly truth is most Australian's don't fly enough to make these programs worthwhile. Our objective was to shine a light on the real value of low cost travel and encourage more people to fly with Tigerair. With that in mind, we launched a new kind of loyalty program: The  Infrequent Flyers Club.
A real program that makes low-cost, no-frills flying a badge of honour, targeting people who hardly fly at all.
VRGF SUPPORT-thumb-400x262-182587.jpgVictorian Responsible Gambling Foundation: Family and Friends
McCann Melbourne
There is a stigma associated with getting help for problems with gambling, and it doesn't stop with the gambler themselves. With one problem gambler affecting five to ten other people, there was a need to talk to friends and family members to lift the stigma and let them know they can get help for themselves. Gambler's Help needed an awareness campaign to lift this stigma and communicate their services. The insight that drove the campaign was an understanding that it's not just gamblers that need support. It's those around them.

dwtd-thumb-400x236-169639.jpgMetro Trains: Dumb Ways to Die 2: The Games
McCann Melbourne
After the overwhelming success of the Dumb Ways to Die campaign to date, we had the challenge and/or opportunity to continue to drive brand engagement and increase reach around the world. A game was going to be the best way to achieve this as it's a medium that doesn't just attract attention but also on-going interaction.

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 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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