M&C Saatchi adds two more Lions to Cannes haul for Clever Buoy
M&C Saatchi Sydney has taken home one of only five Cannes Titanium Lion awarded for Optus’ Clever Buoy, after also picking up an Innovation Lion for the same campaign.
Saatchi & Saatchi Sydney were also recognised in the Innovation category, taking home a Lion for its Penny the Pirate – Storybook and App with Integrated Children’s Eye Screening campaign.
https://www.youtube.com/watch?v=TvkC3r2z9ok
Meanwhile in the Film Lions category, Australia picked up two Bronze Lions, with DDB Melbourne and Revolver/Will O’Royke Sydney nabbing an award for Devondale Takeover while McCann Meblurne and Airbag Melbourne were recognised for their Tigerair Infrequent Flyer campaign.
In the Craft category, Exit Films Melbourne took home a Silver Lion for Samsung’s Everyday Is Day One campaign in conjunction with 72andSunnny Amesterdam and Smuggler London.
Finch Sydney won a Bronze Lion for Foodstuffs NZ Dreaming of Yams work, with the production house also taking home a Bronze Lion for Volkswagen’s The People’s Film in conjunction with Colenso BBDO.
In the Branded Content and Entertainment category Traffik Sydney nabbed a Silver Lion for Samsung Australia’s Samsung Sideliner, while DDB Group Melbourne picked up a Bronze Lion for PZ Cussons’ Radiant Return.
https://www.youtube.com/watch?v=Xwb1dbAFMKc
Leo Burnett Sydney picked up Australia’s only Gold Lion in the Creative Data category, taking home the award for its Run That Town work for the Australia Bureau of Statistics.
GPY&R Brisbane and Melbourne grabbed a Bronze Lion in the same category for Melanoma Patients Australia’s Melanoma Likes Me campaign.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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The fact is Australia has performed poorly at Cannes.
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is there a link describing the type of ‘advertising’ Clever Buoy actually is, where it ran and who viewed it….or are we in ‘advertising agency world’ again?
I’ve seen the film/award submissions and I appreciate the ‘idea’ but I have this horrible idea that it’s just an ephereal agency confection for awards submissions and PR purposes
– has the buoy itself ever been used?
– how has it’s existence ever been communicated to consumers/customers?
– do we have any sense of how often it’s been communicated and to how many people?
– I’m assuming there’s not an effectiveness paper but…did this idea come from a brief or a business problem from the client to the agency or as part of work for some ongoing sponsorship/link between Optus and SLS or Maritime authorities or was it a proactive idea from M&C to Optus and a third party?
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@ fleshpeddler – I think we all know that your post is a rhetorical question.
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” of one only five awarded,”
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@ KGB. genuine questions – I’m honestly intrigued.
It’s a cool idea and there’s a website showcasing it as an R&D project – I guess I don’t quite get how/why they are giving it so many awards when it hasn’t actually happened/worked and I figured I must have missed something
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@Fleshpeddler – Looks like the design came from here http://www.uvs.com.au/engineer.....ion-system
No mention of Saatchi’s there…
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@fleshpeddler I agree with you and was wondering the same.
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It’s not just an idea. A prototype was made and tested that works and M&C and Optus have been working hard to make it commercially viable product that you’ll see saving sharks and people from one another at your local beach some time soon. R&D projects of this magnitude take time.
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