Cannes Contenders: MediaCom Australia
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…
MediaCom Beyond Advertising
The challenge was to encourage young females to quit smoking and stay quit. MediaCom performed make-unders showing the future ugliness of smoking. A mock beauty bar offered young women free make-overs. Working with special effects artists, each was given a make-under to reveal her future smoking self: dark circles, bad skin, stained teeth. Popular vloggers and a former Miss Universe Australia took part, documented and shared their experience. Social buzz, PR stories and influencer outreach forever burned this image in their minds. The results were extraordinary with 118 make unders, 752 on site conversations, over 204,000 video views and reaching over 14.1 million people.
MediaCom Beyond Advertising
To reach the notoriously difficult men-sleeping-with-men audience MediaCom created an online and cinema documentary series filming Queenslanders living with HIV. MediaCom challenged perceptions about HIV with three evocative, powerful and inspiring films, each dealing with important themes: reducing the stigma around HIV, encouraging and supporting more HIV testing, and prevention. The results were extraordinary with the films playing at the 20th International AIDS Conference Candlelight Vigil in Melbourne. Cinema and online films reached 80% of gay men in Queensland, Australia and HIV testing in Queensland’s gay male community increased by 36%.
MediaCom Beyond Advertising
An online documentary series filming Queenslanders living with HIV. MediaCom challenged perceptions about HIV with three evocative, powerful and inspiring films, each dealing with important themes: reducing the stigma around HIV, encouraging and supporting more HIV testing, and prevention. The results were extraordinary with the films playing at the 20th International AIDS Conference Candlelight Vigil in Melbourne. Cinema and online films reached 80% of gay men in Queensland, Australia and HIV testing in Queensland’s gay male community increased by 36%.
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.