Cannes Contenders: Clemenger BBDO Touchcast New Zealand

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...

KiwiRail_TCC (1).jpgKiwiRail: The Conscious Crossing
Clemenger BBDO Touchcast, Wellington

The more regularly pedestrians use the same rail crossing, the more likely they are to become complacent and walk onto the tracks without checking. KiwiRail challenged Clemenger BBDO Wellington to come up with a solution. Instead of yet another warning message, The Conscious Crossing was installed. This movable set of warning gates can be reconfigured an infinite number of times, making the familiar crossing unfamiliar every time people cross, forcing people out of their complacency and into the moment. Designed with human nature in mind, anyone can change the gates into any layout, any time - actively helping to keep other pedestrians safe.
NZTA_Thoughts (1).jpgNZ Transport Agency: Thoughts
Clemenger BBDO Touchcast, Wellington
To help a young male audience see the danger of a stoned and wandering mind on the road, Clemenger BBDO and the NZ Transport Agency partnered with some pretty credible voices. First, a script was written featuring two guys driving home after a session. It was carefully crafted to include stoner-friendly moments, giving the minds reasons to wander off, but staying broad enough for different trains of thought. Then some of Australasia's best-known comedians were brought in to co-write different wandering thoughts. The result was a series of unique ads, where the message was delivered with the credibility of people the audience respected, rather than the government.

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 kim@campaignbrief.com 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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