Cannes Contenders: FCB, New Zealand
How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
FCB, New Zealand
In 80% of the house fires the NZ Fire Service responds to, working smoke alarms haven’t been installed. To get the public to understand the importance of having one, we mixed the burnt ashes of family homes with the ink of nine national and regional newspapers. So, when readers picked up their morning paper, they were literally holding the remains of a local home devastated by fire.
FCB, New Zealand
Testicular Cancer is the #1 Cancer for 15-39 year old males. But these young guys are completely oblivious to it. And it’s a little-known fact that exercise is one of the best and easiest things you can do to help prevent testicular cancer. #GoBallsOut was a social media led exercise challenge that got males using a free GPS Exercise tracking app to map the shape of a Cock & Balls. We asked them to share it on social media with #GoBallsOut, and challenge their mates to join in too. The challenge grew fast organically reaching 192 countries, with over 4 million people watching our videos and learning how to check for testicular cancer.
FCB, New Zealand
Telcos love to talk up the reliability of their network but it’s hard to show. So we enlisted the help of a world champion drift driver to put Vodafone’s 4G network to the test. We got Mad Mike Widdet to drive his Mazda RX7 around a custom-made drift course with blacked out windows using cameras on four smartphones mounted on the car’s roof to deliver a live video feed streamed to Vodafone’s 4G network to four tablets inside Mike’s blacked out interior.
FCB, New Zealand
Young New Zealand males make up more than one-third of preventable drownings. But this cynical audience react badly to being told what to do and positive safety messaging simply don’t resonate with them. So, instead, we encouraged them to go kill themselves. We created The Swim Reaper; a contrary character, with a seriously black sense of humour. He spent his summer popping up at swimming spots all over New Zealand, trying to peddle stupidity to our target audience. He spread his black message by posting his exploits on Instagram, Facebook and Snapchat and in the process picked up an avid following, further spreading his reach.