Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Fight for territory' by DDB New Zealand

This campaign for Steinlager made ingenious use of digital outdoor media.

2018 Cannes contenders: 'Fight for territory' by DDB New Zealand
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: Fight for territory
Agency: DDB New Zealand (with APN Outdoor)
Client: Steinlager

Nominated by:

Derek Green, ECD, Ogilvy Sydney:

One of the best uses of digital outdoor media I have seen for a while. With two rival football teams, the All Blacks and Lions playing against each other in NZ every 12 years, Steinlager had to do something special to live up to the occasion. They did, by partnering with their rival, the sponsor of the Lions, Guinness. Leveraging the dwell times at airports, the campaign encouraged fans to stand in front of the digital screens, and the display changed, depending on whether you were wearing an All Blacks or Lions jersey. If you were an All Black supporter, it would be an All Blacks poster for Steinlager and if you were a Lions supporter, the poster would turn into a Lions poster for Guinness/Lions. So simple, and taking sports sponsorship to another level.

Federico Fanti, ECD, BBDO Guerrero:

I think this campaign has everything to win big in Cannes. It fits perfectly with the brand values, It’s fun, it’s scaled, and most importantly it interacts with the target audience in a very compelling way. Terrific idea!

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