Another year, another Cannes Lions festival in the books. As always, there were loads of great campaigns that left our creative team inspired and a little green with envy.
Here are three of my favourite winners from this year’s festival.
This work for one of the world’s largest brewers makes me jealous: by supporting farmers, it does great things while undeniably linking the product to a higher purpose.
These kinds of campaigns are ambitious and incredibly hard to pull off, but agency FCB Chicago/New York did an impeccable job of creating clear and meaningful action that not only helps the planet, but the very people who make their products. A very cool initiative.
Burger King and agency David came up with a bloody clever idea with this virtual reality campaign.
They spent as little money as possible on English Football League sponsorship and then used free burgers to convince EA FIFA 20 gamers to do all the marketing work them. A classic example of knowing the how to bend the game in your favour.
This is my favourite piece out of Australia this year, as it taps into a very real problem of falling charity donation. This Royal Australian Mint campaign by Saatchi & Saatchi Melbourne produced more than a physical Donation Dollar, but they gave the coin power in its symbolism. It reminds those fortunate enough to be able to donate that they should.
Small actions can have big results, raising ongoing attention to issues that many of us haven’t given much thought. Nice work.
Industry award season is here and Keep Left has been shortlisted in six individual categories, showcasing industry leading campaigns across communications, creative services, digital and content marketing.
This time of year is always exciting for us. It’s an opportunity to put our most innovative campaigns forward and watch them compete (and sometimes conquer) the best in the business.
This year, we are thrilled to announce that a number of our 2018 campaigns have been shortlisted in six individual categories, including PRIA’s Medium Consultancy of the Year. That’s a record for us and no mean feat in such a competitive digital, social and communications landscape.
We are extremely proud of our team for standing by our values of pushing boundaries, continuously challenging our clients to think outside the box. Not just in the realm of public relations, but across the board, from investor relations to content marketing.
Notably, our national Orthodontics Australia brand campaign was shortlisted for PRIA’s Digital and Social Campaign as well as B&T’s Content Marketing Strategy of the Year. Through this campaign, we set out to educate the Australian public on the key difference between a dentist and an orthodontist –combining creative, content marketing and public relations to deliver a seamless brand experience across various platforms. And it certainly paid off.
Here’s the full list of what we’ve been shortlisted for this year:
PRIA Golden Target Awards
The PRIA Golden Target Awards are the longest-running and most prestigious public relations and communication industry awards in Australia. They celebrate strategic thinking, creativity, and excellence in program implementation across 30 award categories. We have been shortlisted for five categories including:
The B&T Awards is Australia and New Zealand’s benchmark for effective creative marketing communications. It’s judged by more than 100 of Australia’s most experienced marketers with 36 categories that cover the full gamut of the communications discipline, from the best out of home campaign to the best use of AR. This year, we have been shortlisted for content marketing strategy of the year for Orthodontics Australia’s 3 Years Brand Campaign. Click here to learn more about the campaign.
We are incredibly proud to be recognised for the success of these campaigns and look forward to keeping you updated with how it all goes.
Last summer, Keep Left and Kathmandu co-ordinated a live scavenger hunt that encouraged Kathmandu fans to embrace their inner explorer and get outdoors. New and existing customers unlocked a series of clues on social media to find a secret campsite hidden away in the Great Australian Outdoors.
All the late nights, early mornings and country film expeditions to make the competition happen have paid off with Keep Left winning PRIA’s Experiential Marketing Campaign of the Year.
Our paid social media strategy through Jules Lund, Wombat and NOVA was a success with almost 1.5 million social impressions and over 100 people travelling to Kinglake in search of the grand prize. At the end of the campaign, Keep Left reached 3.9 million people through eight pieces of earned editorial content, making the experiential marketing campaign a success.
Hidden retreat proved that the true power of social media lies in its ability to connect a brand to its fans, not just online, but also in the real world. Mobile technology doesn’t have to inhibit outdoor exploration, in fact, it can encourage it.
PR and content marketing agency, Keep Left, in partnership with innovation agency, SecondMuse, has been awarded a Bronze Telly Award for non-broadcast production excellence for a documentary-style short film produced for the Australian Department of Foreign Affairs and Trade’s innovationXchange (DFAT iXc) in 2016.
Tonga and Timor – Turning the Tide on Obesity and Undernutrition explores how changing cultural norms and the globalisation of the world’s food supply has shifted the way people act and eat, resulting in high levels of impaired development and disease such as diabetes and avoidable deaths – particularly in low income countries.
The Keep Left team joined with the SecondMuse storytelling and engagement team to travel into communities in Tonga and Timor and speak to experts on the ground to understand the impact of under-nutrition and over-nutrition across the Pacific Islands, and the health issues it causes.
The short film was produced as part of the LAUNCH Food program, a global innovation challenge to improve nutrition and health outcomes worldwide.
Through a combination of drone footage, traditional imagery and detailed interviews, the film set the scene for the DFAT supported food challenge, and highlighted the magnitude of the problem currently being faced in Pacific communities around issues of health and nutrition.
The award win comes a year after Keep Left launched its in-house content production capability offering services in visual storytelling, animation, graphic design and copywriting.
Keep Left’s CEO Gillian Yeap said: “Our production crew completed the Tonga and Timor shoot in just over five days. It was an incredible exercise in logistics and stamina, traversing two countries in this time, interviewing experts, capturing beautiful overlay footage using our drone and knitting together a compelling narrative that would effectively explain the severity of over and under nutrition.
“Our job was to create a piece that would motivate and inspire LAUNCH Food participants to tackle and overcome a huge social problem, and the feedback was that our film did just that.
“We’d like to thank innovation agency SecondMuse for giving us the opportunity to be a part of this program,” Yeap added.
Founded in 1979, the Telly Awards is the premier award honouring outstanding content for TV and Cable, Digital and Streaming, and Non-Broadcast distribution. Winners represent the best work of the most respected advertising agencies, production companies, television stations, cable operators, and corporate video departments in the world.
“We are extremely proud to once again recognise outstanding productions in the film and video industry” said Executive Director of The Telly Awards, Linda Day. “The quality of work submitted each season continues to exceed our expectations.”
With over 12,000 entries from all 50 states and 5 continents, the 2017 competition was one of the most successful and competitive in the long history of the Telly Awards. A full list of winners can be viewed here.
Keep Left wins gold at international Stevie Awards
PR and content marketing agency, Keep Left, has been recognised for its work with ME (formerly ME Bank) and Red Nose, taking home a Gold Stevie and Bronze Stevie at the Asia-Pacific Stevie Awards in Tokyo on Friday night.
Keep Left was awarded gold in the category ‘Innovation in the Use of Events’ with ME’s Super Smashaday campaign. Following commentary from economist Bernard Salt in the Weekend Australian that Australian millennials are overspending on smashed avocado brunches instead of saving for a home, ME was perfectly placed to capitalise on the ensuing debate with an existing home loan advertising campaign already in the market “have your smashed avocado and eat it too”.
Hijacking super Saturday auctions across Victoria with smashed avocado canapes for new home buyers, the Gold Stevie honoured campaign was concepted and executed in just four days by Keep Left’s property and finance PR team.
The efforts of the agency’s social change team in launching the new Red Nose brand (formerly SIDS & Kids), and its mission of reducing the current reality of nine sudden and unexpected infant deaths each day to zero earned the team a bronze within ‘Innovation in Community Relations or Public Service Communications’.
Working closely with the team at Red Nose, the team executed an integrated campaign, comprised of a national media launch that kicked off with a parliamentary briefing at Canberra’s Parliament House, supported by social media campaign with custom GIFs and graphics, and powerful video content bringing the organisation’s new mission to life, utilised across all platforms.
Keep Left’s CEO Gillian Yeap said: “It’s a real honour to take home two Stevie Awards this year to acknowledge two campaigns we’re incredibly proud of. We’re lucky to work with amazing clients like Red Nose and ME that allow us to be so creative and to execute clever and memorable campaigns. We’d like to thank them for coming on the journey with us.”
Stevie Awards competitions receive more than 10,000 entries each year from organisations in more than 60 nations. Honouring organisations of all types and sizes and the people behind them, the Stevies recognise outstanding performances in the workplace worldwide. A full list of winners can be viewed here.