Tourism Australia's 'Dundee' Scores Top Cannes Award
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)
|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)
|Media||Use of Social Platforms (Gold)
Use of Branded Content created for Digital or Social (Bronze)