CANNES YOUNG LIONS
SILVER
Client: Open
Proposition: Bring diverse Australia together
We used Tinder swipes and AI recognition to create personalised reports to bring attention to Australians' unconscious racism. Leaving no opportunity to swipe left on cold hard facts.
Cannes, a resort town on the French Riviera, is famed for its Boulevard de la Croisette, curving along the coast, lined with sandy beaches, upmarket boutiques and palatial hotels - I wouldn’t know, I never made it there.
We did make it to Singapore to compete and let me tell you, the Singapore Sling gave the Veuve Clicquot a run for its money…
Singapore Young Spikes
GOLD
Client: UN HeForShe
Proposition: Create a viral campaign to spur men and boys in Singapore to promote gender equality.
It’s true, my family of gardeners had no idea what a digitally-led campaign was until I represented Australia in the Young Spikes Competition. Competing against teams from 15 other countries, we were given 24 hours to develop a campaign for The United Nations. I walked away with gold and with the sweet satisfaction of promoting gender equality by beating them at their own game.
Gamers are renowned for being competitive, so we gave them something important to be competitive about. We used the gamer voice chat to create a safe space to talk about gender equality as the 2.8 million male users talk openly and anonymously with strangers from the comfort of their own home. Incentivising to spread the conversation within the game, amplifying the message through famous gamers and finishing off with a gender pay gap stunt at the largest eSport tournament.
