Cannes: Grey anti-speed campaign and Leo Burnett floods rum shortlisted for Titanium

Two Australian and one New Zealand entry have made it onto the shortlist for the Titanium and Integrated Lions. The category – representing ground breaking integrated campaigns – is one of the most prestigious of the festival.

Only 31 entries globally have been shortlisted.

The two Australian entries shortlisted are Grey Melbourne’s “The Ripple Effect” for Transport Accident Commission and Leo Burnett for its Bundaberg Watermark rum after the Queensland floods.

The Ripple Effect told the story of Luke Robinson’s death from 26 different people’s perspectives, including his family.

According to Grey’s entry:

“It began with a press ad that explained why Luke’s family wanted to be involved. Then 16 apparently unrelated stories appeared on TV over two weeks. Simultaneously online advertising, that looked like editorial and carried no branding, drove people to a dedicated microsite, 26 stories appeared on this microsite. Outdoor advertising built awareness of the central theme. After seeing a couple of stories on the microsite, the viewer was taken to a new Facebook application. It captured the person’s friends at random as on the initial landing page, bringing immense personal relevance to Luke’s story. They could forward videos and comments. After two weeks, press and online advertising announced that the stories would be brought together in a three minute commercial roadblocked across all TV stations.”

According to Leo Burnett’s entry for the category, the Watermark rum was inspirted by the Queensland floods and some members of the public queued for four days to buy it.

“Like the rest of the state, the Bundaberg distillery was underwater and in a state of crisis, but something had to be done. Our objective was to help rebuild Queensland, and help raise the Queensland spirit up once again. Our solution was to create a product that would become a symbol of Queensland resilience and defiance, and rally the support of the nation. The product is Watermark: a rum crafted to mark the point where the floodwaters peaked, and to mark the spirit in the towns on the road to recovery.

“When Watermark went on sale, people queued up for over 96 hours to buy it (this is longer than people queue for iPads). The first run of Watermark sold out within a week and a second run went into production immediately. All proceeds of Watermark went towards rebuilding Queensland. The product and events received a lot of attention in the press and in social media, and the entire nation rallied behind the cause, meaning Watermark and Bundaberg Rum played a huge role in lifting Queensland’s spirits and helping the State on the road to recovery.

“Just two days after the distillery was drained, our first act was to put Watermark into production. We then went to 16 of the worst hit towns and placed permanent plaques at the watermarks on the walls of the pubs. We launched Watermark with 16 music festivals held in the 16 worst hit areas. As a symbol of unity and togetherness they all kicked off at midday on April 16. Some of Australia’s biggest bands played, and Watermark sold, with all proceeds going to the flood relief.”

The shortlisted Kiwi entry is from Colenso Auckland for its “Rear view girls” viral video for Levi Strauss.

The entires face some tough comeptition from the rest of the world, including Google’s The Wilderness Downtown which showed off the power of  HTML5 and won the cyber grand prix; McCann Erickson’s stunt rebranding of a Romanian chocolate bar as American which won both the the direct and promo grand prix; Droga 5 NY’s Decode Jay Z which saw the performer’s life story spread across the city, and Coca Cola’s The Friendship Machine, created by Ogilvy Argentina, which saw a double height dispensing machine installed which gave two drinks for the price of one , but you needed to be on a friend’s shoulders to reach.

The winners will be announced early on Sunday morning, Australian time.


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