Tourism Australia's 'Dundee' Scores Top Cannes Award
Dundee - Nature and Wildlife
23 June 2018
Tourism Australia’s star-studded Dundee: The Son of a Legend Returns Home campaign has secured a coveted Titanium Lion award at the 2018 Cannes Lions International Festival of Creativity.
The Titanium award rounded out a successful week in Cannes for Australian tourism with Dundee picking up a total of eight Lions and Tourism Australia’s youth-focused Aussie News Today campaign taking home an additional two Lions awards.
Held annually, the Titanium Lions award celebrates unique, boundary-pushing ideas in the branded communications space, with 25 campaigns from around the world shortlisted this year.
Developed in conjunction with US-based advertising agency Droga5 and Tourism Australia’s global media services agency UM, the A$36 million campaign was officially unveiled at the Super Bowl in February with the aim of reinvigorating interest in Australia for a ew generation of American travellers.
Initially appearing as a trailer for a new Crocodile Dundee movie, the 60-second ad features Chris Hemsworth and Danny McBride as well as Paul ‘Crocodile Dundee’ Hogan. The campaign was also supported by a host of Aussie A-listers, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.
Tourism Australia’s Managing Director John O’Sullivan said the
Cannes Lions Awards
Dundee: The Son of a Legend Returns Home (Agencies: Droga5 + UM)
| Category | Awarded |
|---|---|
| Titanium | Titanium Lion |
| Entertainment | Excellence in Audience Engagement or Distribution Strategy for Branded Content (Silver) |
| Social and Influencer | Travel (Gold) Reach and Impact (Gold) Multiple-platform Social Campaign (Gold) Social Video (Silver) |
| Media | Use of Branded Content created for Digital or Social (Silver) |
| Film | Travel - Dundee Full Cast Trailer and Official Super Bowl Trailer (Silver) |
Aussie News Today (Agencies: Clemenger BBDO, UM, One Green Bean)
| Category | Awarded |
|---|---|
| Media | Use of Social Platforms (Gold) Use of Branded Content created for Digital or Social (Bronze) |
The Dundee: The Son of a Legend Returns Home media kit including images, video and the official teaser and trailers can be found via the following Dropbox link.
The Aussie News Today campaign media kit can be accesses via the following Dropbox link.
For further information contact:
Leo Seaton
Tourism Australia
Phone: +61 447 463 197
Email: lseaton@tourism.australia.com
