Cannes Contenders: Clemenger BBDO Wellington

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…

NZ Human Rights Commission: Give Nothing to Racism

When it comes to appeals, everyone understands that every little bit adds up and makes a difference. So to get Kiwis to reconsider the impact of their ‘small and insignificant’ casual racism, an unusual appeal was launched, fronted by New Zealander of the Year Taika Waititi. Asking the nation “What will you give to racism?” made every tiny bit contribute to the bigger cause. Suddenly people felt less comfortable feeding it, tolerating it, and allowing it to grow, and instead committed to giving racism no laughs, no smiles, no positive reactions and no support. Kiwis began to use ‘Give Nothing to Racism’ to call it out in the media, in the education system, on sports fields and in businesses. It’s being used both as a standard to live up to, and a tool to respond to even the smallest examples of racism, in the real world and online – with a nation of individuals, organisations, schools, and even cities now giving nothing to racism.

NZ Transport Agency: Rat’s Tale

Young, provincial, Kiwi guys push the limits with everything they do, including driving drunk. They don’t want the government telling them what to do or making them feel bad for making the wrong call. They also don’t fear death. Instead of passing judgement on the audience, ‘Rat’s Tale’ makes a drink driving injury a risk not worth taking by celebrating the stuff these lads live for – being outdoors with their mates, tearing it up. Hunting, fishing, racing – it’s a hectic, uncompromising life – and anyone side-lined with a drink driving injury will be left behind. Will Rats take the risk?

NZ Transport Agency: Wandering Thoughts

Stoned drivers compensate by driving more carefully, but eventually, they can’t hold focus on the road and their minds wander. No one buys that the government gets what it’s like to drive stoned, so this series of films drew on the experience of some pretty credible people. Comedians. One silent base film was created, and the comedians came on board to provide the wandering thoughts. Every time the audience saw the ad, they were entertained by a different beloved and respected comedian, before the character lost focus and the inevitable happened. Released one by one over a year and a half, the series kept the audience engaged, and emphasised that anyone – not just amateur stoners – can have their mind wander off the road.