|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: RIP Simon
Agency: VMLY&R New Zealand
Client: Trade Me LifeDirect
Hannah Melanson, senior copywriter, Digitas:
Walking the line between comedic and confronting, LifeDirect did the unthinkable to drive home an uncomfortable truth: they murdered their brand mascot. Simple, funny, bold and effective, this campaign put life insurance front of mind for a difficult to reach audience and gave a noble legacy to a New Zealand icon in the process. RIP Simon.