Cannes Contenders 2026: Australia / New Zealand

“But what does Tim Woolford think is going to win at Cannes this year”, I hear absolutely none of you ask. Well, shots have very kindly invited me to tell you anyway, and a lot of Aussies have worked bloody hard this year and achieved some wonderful advertising things. Here are five of them I think could do the extraordinary.

DiDi - Yes, I DiDi

If you’re not whistling the song for hours after you watch this utterly absurd piece of film, then I’m not sure what more I’ve got for you. This ad from rideshare brand DiDi raised the bar on what TV could look like in Australia. It’s work like this that gives me hope we’re going to put up a fight against the algorithm. 

You can’t research stuff like this - it’s pure creative gut-instinct on what will stand out and move the needle. I read an article from the head of brand at DiDi saying some people on their side ‘hated’ it, but it’s increased their market share 33%. I love that. Sometimes it doesn’t matter what you like, it’s what people like. I like it, and I’m people. 

You know what I also love about this? It proves Thailand doesn’t have a monopoly on batshit awesome films. 

McDonald’s - McMullet

This is one of those ideas I know has been kicking around for a while, and like any great idea, it took a village to raise it. Sometimes, even a network of agencies. While technically executed in my hometown of Auckland, its genesis was here in the greater southern land, so I’m including it on that technicality. 

It’s fun, delicious, simple, and it makes me want to grow the only hairstyle I probably still can these days. A cracker for a PR entry, it does exactly what we promise our clients our work will do - it gets attention. May your hair flow freely on the Côte d’Azur, and may one never be found inside your cheeseburger.

AAMI - Australia’s Driving Test

The wonderfully generous people at Shots told me that, not only could I write about ideas I thought were worthy of consideration from my own agency, but I could write about my own work from my own agency. So, while we’d all love to write our own reviews, I find myself in the difficult  position of actually having to do that. 

This idea was about gamifying safe driving, turning it into a national sport and creating behaviour change through engagement rather than enforcement.  After all, we test our cars for road-worthiness all the time, but when’s the last time we tested the people who drive them? I’d obviously love it if the jurors loved it too, but suffice to say I’m very proud of this one, and the many, many people who brought it to life.

We are mobilise - No Place to Grow

What a devastating visual. Height marks, usually reserved for tender moments at home, taken onto the street and transformed into something that compels me to stop and lean in. A beautifully gentle but gut-punching piece of OOH designed to raise awareness, and donations, for child homelessness. 

Words fail to articulate its simplicity and impact so I’ll stop writing and let you enjoy the visuals. I’m sure it won’t need my ‘hopes’ to win, but I hope it wins.

Suncorp - Haven

Here I am again in that slightly strange position of having to write about work from my own agency, except in this instance, I didn’t make it. So, I think I’ve got free reign to admire this work from a short distance and give a standing ovation to a sensational team of people who pulled it off. 

Pulling from scores of data, Haven turned every house in Australia into its own storyteller, giving owners unparalleled insight into the risks their homes faced from climate change, and how to make it more resilient. It is also the first time an insurer has shared its proprietary data and insights to help reduce the risks for every home - even non-customers. 

What I especially admire about Haven is the way it made resilience a tangible behaviour by turning overwhelming data into a personalised action plan for Aussies. Creative, meet Data.