Cannes Contenders: Saatchi & Saatchi 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...

Hilux Snapshot_Pie.jpgToyota HiLux: Unbreakable Drivers
Saatchi & Saatchi, Sydney
The Unbreakable Toyota HiLux has long been considered the ultimate vehicle by the toughest, most hard-working blokes in Australia - because no matter what hell you put it through, it just won't break. With this in mind, Saatchi & Saatchi Sydney developed a new campaign based upon the idea that the driver of such a legendary vehicle should display the same degree of toughness:  the unbreakable vehicle demands an unbreakable driver.
Sheep.jpgMonteith's Brewing Company: The Real Cider Story
Saatchi & Saatchi, Sydney
Most cider brands make it appear they are made from freshly crushed fruit, when they in fact use foreign apple concentrate. To highlight this fact, Saatchi & Saatchi Australia created a campaign that saw the New Zealand cider brand Monteith's knock off their own cider with a concentrate-based fake called Monteeth's, and blame it on a group of Aussies. The story rolled out over three weeks, culminating in an spoof Border Security episode showing how far NZ would go to keep the fake cider out - arming security officers with apple concentrate sniffing sheep in Auckland airport.

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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