Cannes Lions Winners: Day Four
The fourth day of Cannes Lions ended and & nbsp; brought another award to Russia. In the & nbsp; Media category of the bronze Leo, the work “1st Af Class” (1st Grrrade), created by Mars and & nbsp; BBDO Russia Group Moscow, won. It was presented in the & nbsp; Use of & nbsp; Branded Content created for Digital or & nbsp; Social nomination.
The Pedigree brand campaign included a special training course, an online course, and a & nbsp; documentary. At & nbsp; for six weeks, a team of professionals worked with & nbsp; children who wanted to "have a dog." Thus, the brand made it clear that the animal in the & nbsp; house & nbsp; is not a & nbsp; caprice, but & nbsp; a conscious decision.
Internet penetration in & nbsp; Colombia reached a historic high, however, people in remote areas can only dream of & nbsp; access to & nbsp; Network. The My & nbsp; Line project, launched in & nbsp; April 2018, was designed to solve this problem. By & nbsp; at least in part. My & nbsp; Line allows you to “google” anything with & nbsp; using a regular push-button telephone. To do this, just call & nbsp; number 6000913, ask a question to the voice assistant Google Assistant and & nbsp; get an answer. The simplicity of the case made the jury wonder why no one had done this before. They even googled to find out & nbsp; - was there & nbsp; or something similar.
The chairman of the jury of Innovation Lions, Apple Vice President of Marketing & Communications, Tor Miren, highlighted the work that received the gold. This is a line of gadgets for visually impaired and & nbsp; blind people from & nbsp; Dot Incorporation. The range includes a Dot Watch smartwatch, a device for consuming digital content of the Dot Mini, and & nbsp; also two prototypes: Dot Pad and & nbsp; Dot Public. They all convert information into & nbsp; Braille. The technology is interesting in that it & nbsp; can be used in & nbsp; an unlimited number of products.
Another project for regions forgotten by God. Kingo Energy has created a portable solar power plant and Ant software that allows people to buy electricity in the & nbsp; required quantities & nbsp; - for & nbsp; day, for & nbsp; month or for & nbsp; year. And & nbsp; it costs half the price of candles and & nbsp; kerosene. Electricity is sold on & nbsp; prepaid, you can pay for & nbsp; even in a & nbsp; small store. The buyer receives a unique PIN code, enters it on the & nbsp; device, and then can use the generator. Buying any equipment is not & nbsp; required. Kingo now provides energy to 50,000 families in & nbsp; Guatemala and & nbsp; Colombia.
The Design Lions jury drew attention to & nbsp; two factors: correspondence to the brief and & nbsp; the ability to change the world for & nbsp; for the better. In the end, the grand prix received a case that will be remembered by & nbsp; after 10, and & nbsp; after 20 years & nbsp; - it & nbsp; as guiding light in the & nbsp; category. The coolest work in & nbsp; it was filled with the spirit of the experiment.
The Times newspaper, within the framework of the Find your voice image campaign, recreated the speech of John F. Kennedy, which he planned to deliver in & nbsp; Dallas, but & nbsp; didn’t & nbsp; succeed & nbsp; - his fateful shot interrupted his life. After 55 years, CereProc specialists were able to process 831 fragments of Kennedy’s audio recordings and & nbsp; with & nbsp; using artificial intelligence they presented how it would sound. The Dallas Trade Mart Speech & nbsp; is the first project of its kind.
The jury was looking for a case that would inspire future category participants. The project itself seems to be just an audio file, but the & nbsp; those & nbsp; technologies that they used are very interesting. In & nbsp; in particular, it & nbsp; has already begun to be used for voice synthesis in & nbsp; patients with & nbsp; ALS.
A project against ocean pollution with plastic waste. Designers created the flag, currency, passport and & nbsp; trash islands stamps. The goal of the campaign was to inform people about the & nbsp; scale of the problem and & nbsp; to draw the attention of the UN.
The following criteria were evaluated: the influence of the idea, the presence of a social component, the ability to engage, entertain and & nbsp; evoke emotions. The winning work seems to empower nature itself, speaking from & nbsp; its & nbsp; name, while it is expertly done.
The Palau Islands in the Pacific Ocean attract tourists. However, tourism is not & nbsp; only a benefit to the economy, but & nbsp; and & nbsp; adverse impact on & nbsp; local nature. Palau was one of the & nbsp; first consolidated concerns about & nbsp; nature at & nbsp; legislative level by amending & nbsp; laws related to & nbsp; immigration. The Palau Pledge project is a solemn promise that tourists made to the children of Palau. They took an oath to protect the unique nature and & nbsp; not & nbsp; leave behind themselves “indelible” traces.
Stories of love for & nbsp; food, told by a variety of people. The most successful campaign in & nbsp; the history of Tesco & nbsp; - brought the retailer more than $ 200 million in sales.
The pilot category at & nbsp; Cannes Lions, and & nbsp; its & nbsp; winner was the project "Nothing will defeat the Londoner." His triumph was previously predicted by Mark Tatssel of & nbsp; Leo Burnett Worldwide in & nbsp; his "Cannes Forecast."
The roller shot on & nbsp; 16 mm film perfectly conveys the spirit of London. Nike casted among 250 native Londoners, including celebrities. All heroes go through the thorny path of athletes.
In & nbsp; the whole jury, it was important to have a social component & nbsp; - the involvement of a large number of people who responded to & nbsp; work. These people provided momentum to the project. The second component & nbsp; is working with & nbsp; subcultures. Total: the category is not & nbsp; about & nbsp; technologies, but & nbsp; about & nbsp; people.