Cannes Lions

Downunder

THE MONKEYS, PART OF ACCENTURE INTERACTIVE, Sydney / WILD EDDIE FILMS / 2017

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Overview

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Credits

Overview

Description

The film uses dark humour to dissect a sensitive issue in a provocative but even-handed way. To promote the film, we echoed this approach, creating simple posters that depict the clash of cultures, by bringing together iconic symbols from each:

- A burkha (Muslim women’s head covering) and the helmet of Ned Kelly – a legendary Australian outlaw/folk hero.

- Sun worship v religious worship.

- Thongs (flip flops) – the national footwear and sandals – commonly worn by Muslims.

- a bong – synonymous with surf culture and a Hookah pipe from Lebanese culture.

The tagline - “Australia vs Australia. Nobody wins”- reiterates the futility and divisiveness of the riots.

Execution

Our design approach was to pare the idea back to its essence: two iconic cultures living side by side in Australia.

We used the simplicity of recognisable icons relating to each other on a single plane. to create a powerful visual contrast between them, that illustrates the clash of cultures dramatized in the film.

The choice of an orange background was informed by the fiery nature of the issues explored in the film. It also evokes the glow of the sun, which is quintessentially Australian and a prominent feature of Cronulla, the sunny, beachside suburb in which the film is set.

Outcome

First and foremost, the marketing campaign helped the film secure nation-wide cinema release.

On Facebook, the campaign generated:

100k trailer views

High engagement, with over 1k shares

Discussion, with over 750 comments on Facebook

It also generated media coverage across major media outlets including:

Timeout, ABC, News.com, The Guardian, Sydney Morning Herald, The Iris, The Australian.

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