|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: Out for blood
Agency: R/GA Sydney
Bridget Jung, ECD, OPR:
“The most feel-good hate campaign ever”. It’s nice to see something positive come out of a sport that has been embroiled in scandal. This is a smart partnership between the NRL and The Red Cross that taps into the fierce rivalry between Queensland and NSW to drive blood donation within Australia. It’s a clever, tongue in cheek invitation for fans that want to see more blood in the game to take the fight off the field, and make it count.