Cannes Contenders: McCann Malaysia

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...

Minute_Of_Silence.jpgMinute of Silence
McCann Malaysia

2014 was a tough year for the country, after the loss of MH370 and soon thereafter, MH17. While the country mourned, the blame game heated up online, resulting in the spread of some fairly vitriolic and inflammatory comments. But this was a time to pull together, and show solidarity with those who had lost family members and friends.Launched in support of Malaysia's national day of mourning, this simple app encouraged people to disconnect from the net and observe their own minute of reflection - which they did, in droves. When added up, over 43 days of silence were observed in both Malaysia and other countries worldwide.
DoubleParkr_CBrief.jpgDouble Parkr
McCann Malaysia

Double parking is a huge issue along the congested streets of the Malaysian capital. It's not that these errant drivers don't care; sometimes there really is no choice. There are simply not enough car parks to accommodate all the cars. So if we can't solve this problem, perhaps we can reduce some of the friction. With an app and a simple car sticker, double parkers are instantly notified when they're in the way, and can move their cars quickly.

PRWF_Touch my breasts, save your life.jpgTouch my breasts, save your life
McCann Malaysia

Does anyone really know what a lump in their breast feels like? Awareness campaigns for breast cancer focus on the self-check. But many cases are only reported late, with lower chances of survival. Finding it earlier would almost double those chances.

Your fingers need training - on the breasts of women with cancer. We made models of the breasts of cancer survivors, complete with recreations of tumours that were once there.

In public exhibitions, visitors were encouraged to find these tumours. Manned by survivors themselves, they served as a direct connection between visitors and the right information, while giving visitors' fingers a crash course on breast-health - the key question being, "Do you have what it takes to be a survivor?"

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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