|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: Ducking Autocorrect
Agency: Clemenger BBDO Sydney
Client: Dry July
Daniel Galeano and Facundo Martinelli, associate creative directors, Marcel Sydney:
It’s been a long time since a radio spot actually make us laugh. It’s insightful and every little piece of copy (or autocorrected copy) makes you think if that could really be an autocorrect text?, and yes, it is (we look those up in our phones). Writing up a story for a good cause, using a universal insight, tailoring each autocorrect word and using a simple “google translate” voice to make it funnier, makes this campaign, for us, a definitely win at Cairns, we mean, Cannes.
Thinkerbell co-founder Ben Couzens:
This radio campaign is great. We’ve all texted drunk (well most of us), so avoiding doing it by doing Dry July is a nice way to get people to sign up. Each ad has been crafted perfectly. I hope this campaign gives the radio jury a laugh during their days locked in a dark room in the south of France.