Cannes Contenders: 303 MullenLowe, Perth

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief Australia is showcasing the work it hopes will impress the judges. From Perth, 303 MullenLowe nominated these contenders.

IKEA: The Shelves that Instagram Shifted

In July 2015, IKEA Perth released a new modular shelving system called METOD. These shelves can be put together in countless different combinations to suit any home. So, 303 MullenLowe, Perth created a social media post as flexible as the METOD system. We posted six consecutive images to IKEA Perth’s Instagram account and to #IKEA. These images tiled to create a modular METOD shelf. Whenever a new photo was hash-tagged or posted to the account, our shelf naturally reconfigured itself–using Instagram’s existing rotating display of images to our advantage.

IKEA: Outdoor Furniture Testing – Sunloungers

IKEA famously puts all of its furniture through stress tests – a series of repetitive tests to check strength and durability. To launch their new range of outdoor furniture in Australia, IKEA’s Swedish furniture testers made sure the furniture was tested for real Australian conditions (two blokes hanging out in the sun).

IKEA: Outdoor Furniture Testing – Outdoor Chair

IKEA: Outdoor Furniture Testing – Umbrella

303 MullenLowe, Perth

Edith Cowan University: Futures at Your Feet

303 MullenLowe, Perth created twelve floor decals, each with gear from ECU courses. Potential students could step into the decals, snap a pic of one that felt right, and share it on Instagram with #ECUOpenDay. We then commented on their image and let them know whereabouts at Open Day they could go to find out about that course and career.