McCANN MELBOURNE, AUSTRALIA
McCann Melbourne, which won a record five Grand Prix last year for “Dumb Ways to Die,” won the 2014 Cannes Lions Grand Prix in the category of Creative Effectiveness for a different train campaign: its “Guilt Trips” effort to get young people in Australian cities to visit their parents in the country.
The client, V/Line, had a tough challenge: to draw young people away from their routines, away from their digital devices and on to trains to see relatives hundreds of miles away. “We recognized there is no force more powerful than a mother’s guilt,” says the agency. We agree 😉