McCann Worldgroup Asia Pacific Cannes Contenders 2024
As Cannes approaches, McCann Worldgroup's APAC campaigns are making a stir. Now, having highlighted their global contenders for Cannes, McCann have spotlighted the APAC work they expect to make a splash at the festival.
Their campaigns for Chevrolet, Maybelline, and Buscopan showcase innovative approaches to addressing societal issues and product promotion. Highlights include Chevrolet's 'The Dirty Launch' in Shanghai, which used a visibly dirty car to engage audiences, and Maybelline's 'Under the Avatar' campaign, which addresses online abuse in gaming, alongside other impactful projects like Buscopan's 'Battle Cries' for period pain awareness and ESAF Bank's 'Dabba Savings Account' for rural women in India.
The Dirty Launch - Chevrolet
McCann Worldgroup China
McCann: The Chevrolet Equinox is going through an evolution internally, and the mid-size SUV market is highly competitive. Hence there is an urgent need to highlight our product strength at the core, Equinox safety USP and superior performance.
The Dirty Launch is a disruptive campaign that flips the norm on all automobile campaigns. To kick-start the campaign in the most intriguing style, we drove a very dirty Chevrolet Equinox through the streets of Shanghai which was hard to ignore. The vehicle was parked in a central space in the city for people to explore. QR codes were integrated on the vehicle where people were led to one of the 29 Discovery mini-episodes made out of behind-the-scenes footages of the famous 'First Man Out' series.
Under the Avatar - Maybelline New York
McCann Australia
We confronted this problem from a completely new point of view, with a campaign that called on those who witness abuse to call it out. Maybelline New York’s Under The Avatar campaign raises awareness of the bystander effect where 71% of male gamers who witness abuse choose to ignore it.
Battle Cries - Buscopan
McCann Worldgroup Philippines
BATTLE CRIES is a radio campaign that uses the aural experience of an intense and manly pep talk to deliver a message about relieving period pain with Buscopan Venus.
Second Life - Safari
McCann Worldgroup Japan
McCann: Second Life is inspired by an emotionally daunting process the elderly goes through called Shukatsu (end-of-life decluttering) where they throw away most of their belongings to get ready for retirement such as moving into retirement homes or to avoid burdening their children when they pass on.
Dabba Savings Account - ESAF Small Finance Bank
McCann Worldgroup India
