Cannes Contenders: Cummins&Partners

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...


85% percent of all suicide deaths are men. Why? Because, for the most part, men aren't very good at expressing how they feel. In fact, for some men, the first time and only time they let the world know how they're feeling is in their suicide note. To mark World Suicide Prevention Day, we created an online film that featured real men reading real suicide notes - a powerful way to help men to understand the tragic consequences of keeping their feelings to themselves.
83102_CUAD_A3_Posters_Final1-LowRes.jpgClean Up Australia Day: Sprout

Traditionally campaigns have focused on the negative impact of garbage on our environment, but this campaign takes a different tact. Instead of showing the mess, the campaigns shows what happens after the clean up, when nature again manages to get a foothold where the garbage once was.

George Orwell, who died in 1950, tweets about what's happening in the world in 2017.

BeTheBill (1).jpgGo Gentle Australia: Be The Bill

Over 70% of Australians support voluntary euthanasia. But currently every attempt to pass a law has been rejected by politicians. When a new Voluntary Euthanasia Bill was introduced into South Australian parliament, we wanted to give the public a platform to directly voice their support for this law and remind politicians that this issue affects actual individuals, not some nameless, faceless mass of people. "Be The Bill" allowed anyone to instantly personalise the Voluntary Euthanasia Bill and send it directly to voting politicians. At, supporters could replace the neutral legal word 'person' with the individual's name throughout the Bill, and put their Facebook profile picture on the cover - creating a personalised version of the Bill that was automatically emailed to the lawmakers. With Be The Bill, the public reminded politicians this was a personal choice and ensured they couldn't ignore public opinion as easily as they'd done before.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email with a paragraph or two on each of your best chances at this year's festival. 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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