In the past eight weeks we’ve shared with you J. Walter THompson Company’s 2015 Cannes Contenders.
In today’s showcase, the final one for the 2015 season, you’ll find work from our offices in Singapore, Mumbai, Colombia, London, Sydney, New York and Brazil.
Share your favorite pieces across social media with the hashtag #JWTCannes and the links below.
Lux, “Perfume Portraits” – J. Walter Thompson Mumbai & J. Walter Thompson Singapore
In “Perfume Portraits,” a powerful new film promoting Lux Fragrances, the brand challenges the cliché “Beauty is in the eye of the beholder.” Produced by J. Walter Thompson teams in Mumbai and Singapore, the two-minute film follows visually impaired photographer Bhavesh Patel as he is given the opportunity to photograph one of India’s biggest superstars, Bollywood actress Katrina Kaif. Unable to witness Katrina’s beauty with his own eyes, Bhavesh uses her fragrance as his guide and is able to marvelously capture the allure and sensuality that have made the actress famous. The campaign not only positions Lux Fragrances as redefiners of beauty but also forces us to think of beauty as a multi-dimensional and multi-sensory experience.
View “Perfume Portraits” here. Read more about the campaign on the blog.
KitKat, “Billboards Take a Break” – J. Walter Thompson Colombia
It’s not easy keeping a campaign fresh for one year, let alone 65. Evolving a hardworking slogan takes strategic adjustments and endless creativity. In the latest twist on the enduring KitKat “break” platform, J. Walter Thompson Bogota went to a part of the Colombian city that has a large number of billboards for a variety of brands and allowed the main character in each board to take a break by eating a KitKat. With this clever and creative idea, KitKat literally committed a brand coup: taking over the billboards from other brands and transforming them into ads for the popular candy.
View “Billboards Take a Break” here.
Kenco, “Coffee vs. Gangs” – J. Walter Thompson London
Kenco, one of the world’s largest coffee brands, sources its coffee from some of the most beautiful countries in the world. However, many of these countries are plagued with gangs that are responsible for thousands of murders, with countless innocent people caught in the crossfire. The unfortunate reality of young people growing up among the gangs is that, lacking opportunity, they tend to fall into the gang life. The idea, by the J. Walter Thompson London team, was to give these youngsters a choice where currently they have none. In Honduras, where the gang problem is one of the worst in the world, the team has set up a year-long scheme to train young at-risk people in coffee farming.
Nutri-Grain, “Unstoppable” – J. Walter Thompson Sydney
In February, J. Walter Thompson Sydney, in partnership with Finch, teamed up with Nutri-Grain to reposition the iconic cereal brand into a belief-based brand that creates conversations that teens care about. The “Unstoppable” campaign is a refreshing creative and strategic platform that encourages teens to have the strength, courage and determination to overcome anything that stands in the way of their achieving their goals. Each film focuses on the stories of real-life unstoppable heroes, risk takers who have dared to be bold, brave, fearless and wildly passionate, all in the name of making their aspirations a reality: a visually impaired young man who learns to surf, a paraplegic motorbike rider, a professional rugby player who had been given less than 20 years to live. With “Unstoppable,” J. Walter Thompson Sydney and Nutri-Grain have created a truly magnetic piece of work with a core message that people of all ages can learn from: the only limits are those we place on ourselves. In less than three months, the campaign received more than 3 million views on YouTube and traffic to the Nutri-Grain site increased by 7%.
View “Unstoppable” here. Read more about the campaign on the blog.
Berocca, “Berocca Hashtag Repair” – J. Walter Thompson New York
Typos happen. If auto-correct doesn’t ruin your otherwise impeccable spelling, hasty hands, too-big fingers and tired eyes will do the trick. Thinking about the capacity for human error, J. Walter Thompson New York found an engaging and entertaining campaign idea. Upon noticing that thousands of tweets were wrongly hashtagged #SWSX instead of SXSW at the annual South by Southwest (SXSW) festival in Austin last year, Berocca, a multi-vitamin and energy supplement brand, and J. Walter Thompson New York retweeted 2015’s improperly hashtagged SXSW tweets and tacked on the correct hashtag. It presented the perfect opportunity for Berocca to offer those error-prone tweeters coupons for their mind-sharpening effervescent pills, the secret weapon for stopping typos in their tracks.
View “Berocca Hashtag Repair” here.
Garoto, “Easter Egg Radar” – J. Walter Thompson Brazil
In a move designed to appeal to a generation of young digital natives, Nestlé and Garoto, its Brazilian chocolate brand, set out to activate a modern take on one of the most traditional children’s games of the Easter season: the egg hunt. With the Easter Egg Radar, an app created by J. Walter Thompson Brazil in partnership with IUQO, kids can be directed to a hidden chocolate egg by the Easter bunny himself. Once the app is installed on the user’s smartphone or tablet, a beacon device, which works like a GPS, allows communication between the mobile device and the hidden eggs. The beacon technology makes it possible to identify two sensors, the smartphone and the tagged egg, with high accuracy just centimeters away. The bunny then appears on the screen and gives “hot” and “cold” leads as the children move closer to or further away from the egg. The app marks the first use of the beacon device in Brazil involving an Easter egg hunt.
View “Easter Egg Radar” here.
— See the rest of our Cannes Contenders 2015 Showcase here.
