|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: Oxford St Love
Agency: TBWA Melbourne and Revolver/Will O’Rourke
Rob Belgiovane, group chief creative officer, BWM Dentsu:
The LGBTIQ + community has been supported by one of Australia’s Major 4 Banks, namely the ANZ for quite a few years. The Mardi Gras parade makes it’s way through Sydney city’s Oxford St where the LGBTIQ+ community can celebrate their diversity but in many other parts of Australia red necks abound creating fear and loathing for this celebration. So one of Australia’s largest Banks decided that every Oxford St in Australia should join the celebration with unique installations to bring the party and inclusiveness to every corner of the country. It would take a very mean spirited judge to not nudge this through to a win.
Sachiko Nishihashi, managing director, ECD, Dentsu:
The concept itself as well their ability to realize such activation on all Oxford Streets throughout the country is just amazing. The enthusiasm of ANZ BANK attempting to extend equalfuture beyond the confines of a single festival in Sydney as broadly as possible is truly tangible. Owing to this effort, Sydney's iconic street sign took on a whole new, exceptionally beautiful look.