Cannes 2018: What Could Win from Australia & New Zealand

NZ Transport Agency Rat’s Tale

Oliver Lawrance: This is a finely crafted film by director Nick Ball. Known for his comedy, here we see his ability to capture the reality of fringe dwellers with empathy. It’s a captivating film where we see the world through the eyes of provincial Kiwi lads. I expect it to do well in Film Craft.

Rory McKechnie: It seems every year Clemenger BBDO has another amazing NZTA ad. This one avoids the negatives of drink-driving, instead showing all the fun in this guy’s life to infer what he might miss out on if he drink-drives.

Go Gentle Australia Stop the Horror

Oliver Lawrance: This film was the centrepiece of a disruptive campaign by Cummins & Partners Sydney. It forced debate in the lead up to the Voluntary Assisted Dying Bill being voted on by the state government in Victoria, Australia. An immersive horror film with graphic details that gave the viewer an eject button to “stop the horror” was genius, and very effective in building support.

Corey Esse: Cummins & Partners’ campaign will have jury members rushing to push the buttons on the voting panels so they can stop watching it. Its content is so horrific and powerful it will have enormous cut-through in a dark room. It is beautifully crafted and deserves to be awarded.

NZ Police The Most Interesting Police Recruitment Video

Dan Wright: It’s a very tricky brief to make people want to join the police. Often, police recruitment ads lean towards the self-righteous, but Ogilvy & Mather New Zealand have freshened things up. The police get a lot of criticism, but this film makes them impossible not to like. 

Corey Esse: This recruitment video for the New Zealand Police force should pick up some metal – the film went viral and it’s hard not to smile when you’re watching it.

Rory McKechnie: You’d assume the people who usually watch police recruitment videos are exactly the kind you don’t want to be police. But everyone watched this from Ogilvy & Mather, which is pretty good when trying to grow a more diverse police force. 

Kraft Heinz Australia Geoff

Rory McKechnie: This sweet animated story from Y&R New Zealand about a young Heinz employee’s journey through life sucks you in, and makes you forget the underlying message that Heinz portions are getting smaller.

Dan Wright: An exquisitely crafted story from Y&R New Zealand and Assembly about a baked bean innovation guy creating perfectly sized cans for each life stage. Stunning from start to finish. It was also accompanied by matching product – making people fall in love with product changes instead of rebelling. Very smart.

Palau Legacy Project The Palau Pledge

Oliver Lawrance: I loved the purity of this idea from Host/Havas Sydney. I feel guilty every time I go to a beautiful corner of the world on a jet. Why not have a pledge that if you come here to enjoy the island of Palau then in return you need to protect it from mass tourism and environmental disaster?

Corey Esse: In my mind this campaign ticks all the boxes. It is really inspiring work that will help to protect a country. The campaign requires visitors to the Pacific island nation of Palau to sign a pledge in their passport to protect it when they are there as a visitor. The campaign was created with the help of local children and the government – inspiring stuff. 

Netsafe Rescam

Dan Wright: It can be fun being a jerk when you’re in the right. So an automated troll you can set on email scammers is genius. It’s also great to see utility and entertainment working together so well. It’s a magical combination. It almost makes you look forward to the next scam hitting your inbox.

Speight’s The Dance

Rory McKechnie: More men having fun drinking. Most beer ads revel in the lengths guys will go to for each other and a beer, to the detriment of everything else. We offered an updated approach, celebrating the sacrifice mates make for each other for the greater good.

Pedigree SelfieSTIX

Corey Esse: Last, but not least is this fun mobile campaign from Colenso BBDO Auckland that allows you to take a selfie with your dog due to a well-positioned dog treat at the top of the phone.

Rory McKechnie: As a self-confessed crazy dog type, I am intimately aware of how hard it is to get your dog to look at the camera. Thanks to Colenso BBDO I now have a pic of Billy in an outfit that I could never get her to wear.

Dan Wright: I’ve included our SelfieSTIX work for Pedigree. It’s a smartphone accessory that attaches a Pedigree Dentastix treat to your phone, so your dog will look at the camera. Oh, and since they’re looking at the camera, it comes with an app that’s best described as Snapchat for dogs. You’re welcome, dogs. Your flower crown looks bootiful.