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Truth Well Told

Truth Well Told

Truth Well Told

Truth Well Told

Truth Well Told

Truth Well Told

McCANN Australia

Award-winning creative advertising agency offering brand strategy, marketing, web development and design across Melbourne, Sydney and Queensland advertising agency offices. McCann Advertising AgencyThe Dumb Ways To Die advertising agency. McCann is the advertising agency behind Metro Trains’ world renowned Dumb Ways To Die campaign, McCann is an award-winning creative advertising agency, marketing agency, brand strategy agency, digital web interactive agency and graphic design agency with Sydney and Melbourne advertising agenciesCreator of Dumb Ways To Die, Australia’s most successful viral brand campaign ever, McCann is an Australian advertising agency with agencies in Sydney, Melbourne and Queensland. A multidiscipline communications agency, McCann’s services encompass brand strategy, advertising, direct marketing and design, including a full suite of digital, interactive, online and web services and all associated production services, both for above-the-line media, including television, print, outdoor, radio and magazine, and online and below-the-line media including email marketing, e-crm, direct mail, collateral, visual merchandising and public relations, as well as through-the-line media neutral and integrated 360-communications services including experiential and ambient installations and event management. McCann is known for taking a selective approach to its clients, focusing on blue-chip creative brand advertisers such as Coca-Cola, Holden, L’Oreal, Mastercard, Nestle, Pfizer, Specsavers, Uncle Tobys, Xbox, Metro Trains, V/Line, Lion Dairy & Drinks and government advertising. Its creative work has been recognized atadvertising award shows including the Cannes Lions International Advertising Festival, One Show, Clio Awards, New York Festivals and local Australian advertising shows including the Australian Writers and Art Directors (AWARD) and Melbourne Art Directors Club (MADC) awards. The business has also been recognised in the B&T and AdNews Agency of the Year Awards.The agency's principals include CEO Ben Lilley, named one of AdNews' top Forty Under Forty industryprofessionals, ex-Young & Rubican strategy planner Ashley Farr and highly-awarded ex-JWT creative director John Mescall, writer of the global phenomenon Dumb Ways To Die.A regular on Australian agency pitch lists, McCann competes against the likes of AJF Parnership, Boiler Room Communications, CHE, DDB, Draft FCB, M&C Saatchi, Badjar Ogilvy & Mather, BMF, Boiler Room Communications, BWM, Clemenger BBDO, Cummins Nitro, Euro RSCG, George Patterson (GP Y&R), Grey Worldwide, Host, Jack Watts Currie, JWT, Leo Burnett, Marmalade, Publicis Mojo, Naked, Saatchi & Saatchi, The Furnace, The Glue Society, The Works and Three Drunk Monkeys.

All Work

Specsavers ~ Specsavers Outdoor

Truth

Specsavers has experienced rapid growth since their launch in Australia 4 years ago. One of our ongoing objectives is to continue to build likeability of the brand, therefore building consumer trust. As a result Specsavers tasked McCann to find a way to bring ‘Should’ve gone to Specsavers’ to life in an unexpected way.

Transformation

We created exaggerated scenarios to get attention and make our point in busy outdoor environments where people could potentially mistake outdoor media with other objects.

The end result was a series of a series of three bus shelter posters, each printed to look like there was someone on the other side who’d mistaken the bus shelter for another similarly-shaped object in the city: specifically a cash machine, a door and a vending machine.

The way the idea was integrated into the actual media placements was integral in bringing the scenarios to life. Careful selection of the outdoor sites to enable the surrounding environment to strengthen the idea was vital and enabled the campaign to be executed with maximum realism.