Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Dundee' by Droga5

Tourism Australia made a Super Bowl splash with a fake movie people actually wanted to see.

2018 Cannes contenders: 'Dundee' by Droga5
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Dundee
Agency: Droga5
Client: Tourism Australia

Nominated by:

Paul Swann, creative partner, The Works:

The battle for our tourism dollar is a hard fought one, and this campaign pulls out all the stops and all the celebs to make the case for the land down under. In a category that all too often defaults to beautiful but generic landscape imagery, Tourism Australia have tried something very different and at unmissable scale. The only disappointing part of this campaign is that the movie looks unlikely to materialise.

 

Related Articles

Just Published

19 minutes ago

How Hyundai Genesis responded when Tiger Woods ...

The brand’s PR team is stressing transparency about its safety features.

33 minutes ago

Why brands should take note of Twitter's 'Super ...

The new direction Twitter is going in illustrates the growing power of creators in social media.

39 minutes ago

Airbnb slashes spend in permanent shift from ...

CEO describes move as 'very important'.

41 minutes ago

Instagram boosts interaction with Live Rooms

The Facebook-owned network's move follows Twitter’s launch of Spaces.