Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Fancestry' by M&C Saatchi

This campaign for Optus garnered free-trial signups by using Ancestry.com data to tell Aussies which EPL team to cheer for.

2018 Cannes contenders: 'Fancestry' by M&C Saatchi
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: Fancestry
Agency: M&C Saatchi
Client: Optus Sport

Nominated by:

Anthony Moss, ECD, WhiteGREY Melbourne:

We love our sport. But if it’s not ours, we’re not that interested. Fancestry tapped into third-party data to build interest among a new audience for an otherwise unfamiliar sport. The executions were fun, interesting and very shareable. The results speak for themselves at a time when more Aussies than ever are cutting the cord with pay TV networks and opting to access their content and sport from other sources. Including free to air TV even. There’s a great creative data story here and it might also interest the judges in the direct category.

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