The Work 2020 Contenders: The Brand Agency
With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.
Road Safety Commission: The Distance of Distraction
The Brand Agency, Perth
Changing a playlist, searching for sunglasses, even doing make up – these are behaviours that drivers don’t see as bad or distracting as they only take a moment. The reality is that taking your eyes off the road for 2 seconds at 60km/h means you miss 33 metres of road. So, to put this distance into perspective and see exactly how much you’re missing, we equated it to real objects that would cost a driver (or someone else) their life. A hard-hitting West Australian campaign that got people talking all over the country.
The Races WA: Life’s Better with Horses
The Brand Agency, Perth
Add a horse into any social situation and the atmosphere is instantly charged. This simple insight led to Racing and Wagering WA’s new Life’s Better with Horses Campaign. Designed to remind millennials of how unique and special a day at the races can be, each TVC shows a classic social situation with friends – made better by the presence of a 500Kg, thoroughbred horse. The fully integrated campaign will run across TV, cinema, digital video, digital display, press, OOH and social channels including Snapchat and Tinder.
Road Safety Commission: Serious Sale
The Brand Agency, Perth
Research shows that the majority of motorcyclists don’t need to be told what to do and how to stay safe on the road because deep down they already know – they just don’t practice it. So rather than trying to tell them again, we designed a stunt where motorcyclists intuitively start talking about safety themselves. The situation involved rigging up a reputable motorcycle shop with hidden cameras then stocking it with ridiculous, fake safety products such as adult training wheels and an airbag fitted to the handle bars of a bike. The concealed cameras then captured real motorcyclists’ reactions who started their own conversations about what keeps them safe – and what certainly won’t.
Foodbank WA: Signs of Hunger
The Brand Agency, Perth
Hunger is a growing crisis in Western Australia, but it isn’t highly visible – with the majority of families affected struggling behind closed doors. To raise awareness of the issue, Foodbank created anamorphic 3D illusions which made the issue highly overt. Guerrilla illusions were installed throughout streets, laneways and shopfronts, giving people an easy opportunity to interact and donate using their smartphones.
Water Corporation: Nature Knows Best
The Brand Agency, Perth
Perth is a thriving, capital city situated on the edge of the Australian desert – so the busy population often forgets that excessive water use can quickly turn a minor concern into a major catastrophe. Based on this problem, we gave nature a voice to point out that humans are the only species on earth that waste water. Using humour to take on this serious issue, the integrated campaign focuses on a team of wildlife vigilantes who enforce water-wise behaviour – assertively educating humans about the small changes we can all make to conserve water for the planet.
The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.