|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: Naughty or Nice Bauble
Agency: Clemenger BBDO Melbourne
Rob Belgiovane, group chief creative officer, BWM Dentsu:
So simple, so clever and once again so unique. A blend of useful, data and tech that lets your kids know if they’ve been “naughty or nice” according to Santa. And a great reason for new customers to visit a Myer store. You’d have to be grinch to note give this a gong in Cannes.
Duncan Shields, creative director, Redengine SCC:
Christmas is always a huge event for brands and everybody is vying for attention at the same time, so to cut through the way that Myer’s Naughty or Nice Bauble did was a real gift—see what I did there, with the gift pun? Eh? Eh?
Michael Barnfield, creative director, Saatchi & Saatchi Sydney:
Parents of children who still believe in Santa invariably have their hands full at this time of year. For a department store to deliver a device themed for the season that helps to put a lid on their kids bad behaviour is a godsend. That it also captures their wonder is special. That the combined input into the device from all the parents who bought one could power a campaign is a miracle. In categories where “technology for technology’s sake” will abound, this is a simple and elegant idea that worked its Christmas stockings off.