Grand Prix Winners for Direct, PR and Promo Lions at Cannes

Props goes out to CumminsNitro from Brisbane, Australia for not only winning the Grand Prix for Direct Lion but for also winning a Grand Prix PR Lion for their "Best Job in the World" campaign done for client Tourism Queensland/Islands of the Great Barrier Reef.

Creative Execution:
The best aspect of ‘The Best Job in the World’ is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The ‘Best Job in the World’ idea was born out of the brand’s positioning – Life Above and provokes Global Experience Seekers to engage with a unique brand asset – the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand.
The creative solution to the brief/objective.
We tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living on the Islands of the Great Barrier Reef and reporting back to the world. To apply, candidates had to create a persuasive and entertaining video application demonstrating their knowledge of the region. Tourism Queensland wanted to achieve 14,000 application videos from 8 key markets, plus news coverage in mass media and popular social networking sites.

Credits for the campaign include:
Merrin Mccormick, Copywriter
Ralph Barnett/Cristian Staal, Art Directors
Darren Mccoll, National Strategy/Planning Director
Anne-Maree Wilson/Edwina Gilmour, Account Directors
Nancy Hartley/James Burchill, Creative Director
Jason Kibsgaard/Matt Farrugia, Senior Digital Producer
Adam Ford, Account Director
Horia Traian, Head Of Technology
Glen Peterson/Anton Ward, Senior Developers

The Grand Prix for Promo Lion was also awarded yesterday and went to Beacon Communications in Tokyo, Japan for their Yubari Resort campaign. Here's how the promotion developed: "We focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and created the idea, "Yubari, no money but love". In expanding this idea we created a loveable, yet slightly ironic character called "Yubari Fusai" - “Fusai” means both “debt” and “married couple” in Japanese. We then collaborated with the City to create additional schemes that positioned the city as a destination for happy couples – official certificates of happily married couples, branded merchandise and Yubari music CDs, to name but a few."
Credits for the campaign include:
Masato Mitsudera, Creative Director
Naoki Nishimura, Art Director
Go Suzuki/Hideki Soraoka/Tomoko Shigetome, Account Management
Mika Archer of Ms/L,PR

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