Awards » Cannes Lions » Cannes Lions, 2014

Cannes Lions, 2014

Award Type: Advertising Awards

Cannes Lions is the world's biggest celebration of creativity in communications. Benchmarking innovation in anything from mobile and billboards to design and branded content, it’s the home of the great ideas changing the ways brands interact with their customers. Our Awards champion the best work from the past year and the Festival’s inspirational learning programme points the way forward.

SPECIAL AWARDS
CREATIVE MARKETER OF THE YEAR

The Creative Marketer of the Year Award honours clients who have distinguished themselves by the quality of their campaigns or who inspire innovative marketing of their products or services. This award is nominated by the Festival organisers.

Presented to Steve Easterbrook, Senior Executive Vice President and Global Chief Brand Officer, McDonald’s

AUSSIE BUILDERS

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Industry Bars
Media Case study
Market Australia
Agency Clemenger BBDO Melbourne
Director Nick Kelly
Art Director Andre Hull
Copywriter Lee Sunter
Producer Nikolas Aulich
Strategic Planner Matt Pearce
Editor Graeme Pereira
Agency The Sweet Shop
Released November 2013

Awards

Cannes Lions, 2014
MEDIA LIONS Use of Media: Use of Special Events and Stunt/Live Advertising BRONZE

Credits & Description

Campaign: HOW 'CAT-CALL' SPARKED A DEBATE
Client: MARS AUSTRALIA
Product: SNICKERS
Entrant: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Type of Entry: Use of Media
Category: Use of Special Events and Stunt/Live Advertising
Entrant Company : CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency : CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Agency : STARCOM MELBOURNE, AUSTRALIA
Production Company : THE SWEET SHOP Melbourne, AUSTRALIA

Creative Chairman: James Mcgrath (Clemenger BBDO Melbourne)
Executive Creative Director: Ant Keogh (Clemenger BBDO Melbourne)
Art Director: Andre Hull (Clemenger BBDO Melbourne)
Copywriter: Lee Sunter (Clemenger BBDO Melbourne)
Group Account Director: Jennifer Chin (Clemenger BBDO Melbourne)
Account Director And Account Mangement: Tim Clark/Berlin Adbraham And Sam Ayre (Clemenger BBDO Melbourne)
Agency Senior Tv Producer: Lisa Moro (Clemenger BBDO Melbourne)
Strategic Planner: Matt Pearce (Clemenger BBDO Melbourne)
Planning Director: Michael Derepas (Clemenger BBDO Melbourne)
Account Executive: Chris Baker (Clemenger BBDO Melbourne)
Director: Nick Kelly (The Sweet Shop)
Managing Director: Wilf Sweetland (The Sweet Shop)
Executive Producer: Edward Pontifex (The Sweet Shop)
Producer: Nikolas Aulich (The Sweet Shop)
Cameraman: Andrew Dunlop/Chas Mackinnon And Jimmy Harmsworth (Freelancers)
Editor: Graeme Pereira (The Butchery)
Flame Artist: Eugene Richards (The Refinery)
Marketing Director: Matthew Graham (Mars Australia)
Group Marketing Manager: Brad Cole (Mars Australia)
Sound Designer/Engineer: Stevo Williams (Flagstaff Studios)

Results and Effectiveness:
In 2 weeks the video generated over $11 million in earned media, 238 million earned media impressions, 680,000 shares and 3.5 million views. We were the most shared video on YouTube in Australia and made the top five globally. Making it the most socially engaged campaign in Snickers history.

Due to the stunt’s viral success, all paid advertising was pulled and we finished up with an ROI of $441 earned media value for every $1 spent. And best of all Snickers came out on top with positive sentiment of our controversial video of 60%.

Creative Execution:
We took over a construction site in the heart of Melbourne, replaced the builders with actors and flipped their usual behaviour, by having them shout empowering statements at unsuspecting members of the public; we then filmed the reactions in secret. To be successful, the content had to resonate with our audience and be easily shareable across multiple platforms to maximise exposure.

The video was uploaded to YouTube, then distributed as content to key blogs, websites and seeded with influential mass media outlets to generate a groundswell to ignite conversation.

Insights, Strategy and the Idea:
The Snickers ‘You’re Not You When You’re Hungry’ campaign platform comes to life effortlessly in TV. The use of celebrities generates huge talkability in mass media. However, celebrities are expensive, which makes extending the campaign beyond TV cost prohibitive for a small market like Australia.

Therefore, our challenge was how to expand our presence outside of TV and find ‘new news’ about our well known campaign platform. With limited budget, a celebrity was out of the question.

Our target audience are young males, they know that Snickers is a funny brand, but they may be getting too familiar with our formula, so we decided to create a viral stunt that brought the campaign idea into the real world, and gave it some new life and surprise. We flipped the stereotypical behaviour of builders and filmed the public’s reaction. We knew if our audience found it funny, they’d share it.