Fresh Cannes Lions winners: craft, VR & nbsp; and compassion
The jury of the festival selected the best works in the & nbsp; categories of Film Craft, Industry Craft, Digital Craft, Entertainment, Entertainment for Music, Brand Experience & amp; Activation, Creative eCommerce.
A mini-film of the International Committee of the Red Cross about & nbsp; that, contrary to all international rules, warring parties attack & nbsp; hospitals. From & nbsp; this affects civilians who cannot & nbsp; receive medical care. The piercing video was created by the Spanish agency Sra.Rushmore and & nbsp; company Blur Films Madrid.
The discussion of the grand prix in & nbsp; this category took an entire hour. As the chairman of the jury Diane MacArthur noted, they drew attention to & nbsp; having an empathic relationship with & nbsp; the audience and & nbsp; a good story. The nominees raised topics of struggle, transformation in & nbsp; society, and & nbsp; most of all were stories about & nbsp; family, which is very indicative of the world, in & nbsp; which we & nbsp; live now & nbsp; - this means that people are drawn to & nbsp; their roots.
Ogilvy Agency has found a non-standard approach to & nbsp; advertising of care products for & nbsp; Kiwi shoes. The creators created a series of prints with & nbsp; shoes of famous people, which were accompanied by fascinating stories. Victory at the & nbsp; Ogilvy festival was provided by the shoes of the legendary Mohammed Ali.
According to & nbsp; the chairman of the jury, this category is first introduced in & nbsp; Cannes. Now, when budgets are being cut in the industry, craft is cutting first, although it is he who makes the work “ring”. The Grand Prix was given to First Steps: Ali for & nbsp; copyright & nbsp; - clean, beautiful and & nbsp; very strong. Although on the & nbsp; poster there is no Ali himself, only his shoes, but & nbsp; we are & nbsp; looking at & nbsp; the print and & nbsp; reading the text, we can feel that it is & nbsp; here.
A music VR video for Smashing Pumpkins leader Billy Corgan, on & nbsp; his single Aeronaut. The jury praised the work for & nbsp; the fact that in & nbsp; it combined a large number of technologies that allow you to survive a deep experience on an & nbsp; intuitive level.
WWII stories told from the & nbsp; teenager Evert’s face & nbsp; using Instagram and & nbsp; Youtube. The campaign was ordered by the mobile operator KPN.
In the & nbsp; jury noted that the work in & nbsp; this category came from & nbsp; the whole world, but & nbsp; not & nbsp; from 2-3 countries, as before. The jury focused on & nbsp; making the work relevant to the brand and & nbsp; reflecting the existing culture. The winner was pleased by the fact that the telecom company was able to create social content that is important to people. They offered the audience innovative content and & nbsp; tuned in & nbsp; CA & nbsp; - Generation Z, which consumes content when it wants.
The Jay-Z Music Video & nbsp; is an honest and & nbsp; holistic story about & nbsp; his mother. A peculiar confession of a son who learned about & nbsp; unconventional sexual orientation of the closest person and & nbsp; her & nbsp; difficult life.
The jury appreciated the almost invisible border between music and & nbsp; advertising and & nbsp; noted the amazing level of craft. At the same time, the Apple brand is integrated into & nbsp; content in a simple and & nbsp; clear way.
Apple Inc. has come up with a way to breathe life into & nbsp; dying retail. Fifteen hundred Apple Store turned into & nbsp; points of attraction for people where they can chat, learn something new and & nbsp; create. So company stores have become venues for a variety of events & nbsp; - lectures, concerts, master classes. According to the jury, Apple picked up an important mission - to unite people & nbsp; - from & nbsp; the authorities themselves.
In & nbsp; 2016, Xbox launched the Design Lab online store, which featured game controllers with & nbsp; various designs. However, they were & nbsp; one and a half times more expensive than ordinary ones and & nbsp; not & nbsp; in great demand. To remedy the situation, Microsoft decided to turn gamers into & nbsp; entrepreneurs. Anyone could create their own design for the joystick and & nbsp; sell it, thereby making money. At the same time, interest in & nbsp; to & nbsp; other goods grew.
The jury in & nbsp; ultimately chose this case for & nbsp; the fact that it & nbsp; involves different communities in & nbsp; the process of creativity and & nbsp; entrepreneurship. Someone wanted to express themselves, someone & nbsp; - earn money, someone & nbsp; - get a limited edition. The category problem in & nbsp; is that often the cases here do not & nbsp; have pure content and & nbsp; do not & nbsp; can cause empathy.