Advertiser: LEUKA
Agency: PUBLICIS MOJO
Category: Charities
Advertising campaign: THE CANNES COURIERS
Chief Creative Officer: Craig Davis (Publicis Mojo)
Executive Creative Director: Pim Van Nunen (Publicis Mojo)
Art Director/Creative Director: Dave Gibson (Publicis Mojo)
Copywriter/Creative Director: Nathan Lennon (Publicis Mojo)
Print Producer: Oscar Birken (Publicis Mojo)
Digital Production: Matt Bates (Publicis Mojo)
Client Brief Or Objective
The Fireflies Tour is an annual bike ride from Geneva to Cannes, set up by the creative community to raise money for Leuka, which helps fund Leukaemia research. In 2012, two creatives wanted to raise awareness of their ride with creatives back home in Australia, over 10,000 miles away. This required an idea that bridged the distance, making the cause feel as relevant to young Australian creatives as it did to the riders themselves. The strategy was simple – give the target something they couldn't get for themselves, in return for their donations.
Execution
We set up Cannes Couriers because we wanted to give young creatives a compelling reason to donate to a charity bike ride they had no affiliation with. To trigger a response we needed an idea that made the ride feel as relevant to them as it was to us. Connecting them with their heroes, in a place they could only dream of meeting them (Cannes), was something they’d struggle to accomplish themselves and was therefore the perfect solution, and appropriate to our cause, as the Cannes Couriers (and Fireflies) is all about ‘delivering help to those who need it most’.
Outcome
In its first year, the Cannes Couriers was exposed to the entire Australian advertising community, and we collected applications from over 100 young creatives, helping to raise over $9,000 in delivery fees, all of which was donated straight back to Leuka. By gaining the support of such big names in 2012, we laid the foundation for the future of Cannes Couriers. Our aim in 2013 and beyond is to connect more young creatives to more of the world's most creative people in Cannes, in fields as diverse as advertising, technology, fashion and entertainment; and ultimately raise more money for Leuka.
Implementation
The Cannes Couriers, a bicycle messenger service that turns ‘delivery fees’ into invaluable connections by delivering letters between young creatives in Australia and the biggest names at the Cannes Lions festival; including Sir John Hegarty, Mark Tutssel, David Droga and Nick Law. In return for their delivery fees, young creatives receive a precious piece of career advice from legends, who were in a place they could only dream of meeting them (Cannes). And the money we collect from delivery fees are turned into donations that go straight to Leuka.