Russians at & nbsp; Cannes: winners & & nbsp; finalists of Cannes Lions 2018
An abridged version of Cannes Lions did not & nbsp; indulge Russian participants with awards, but also & nbsp; with & nbsp; empty-handed, they didn’t & nbsp; leave. In & nbsp; our piggy bank & nbsp; - three lions in & nbsp; two works. It's time to remember everyone who represented Russia on the Cote d'Azur.
Sostav readers weren’t mistaken & nbsp; - one of the & nbsp; leaders of the special project “Hunting for Cannes Lions” took the largest number of awards among Russian participants of Cannes Lions. The idea of an innovative generator that charges Wi-Fi from & nbsp; rain energy took second place in & nbsp; user voting. At the & nbsp; international festival of creativity, the case won two lions: silver in & nbsp; Outdoor (Innovation & gt; Technology) and & nbsp; bronze in & nbsp; Mobile (Innovative use of & nbsp; Technology). In addition, work entered the & nbsp; Brand Experience & amp; shortlist. Activation Lions (Use of & nbsp; Mobile & amp; Devices).
In the framework of the campaign, Tele2 and Geometry installed innovative 4G routers in St. Petersburg, for which electricity was generated by rainwater flows. Users received access not only to & nbsp; the Internet, but & nbsp; to & nbsp; exclusive content from & nbsp; National Geographic, Psychologies and & nbsp; WWF. The goal of the campaign & nbsp; is to allow residents and & nbsp; guests of St. Petersburg to test 4G Internet in & nbsp; real life and & nbsp; in & nbsp; those places where other operators are not & nbsp; able to provide high-quality communication.
The work, created by Mars and & nbsp; BBDO Russia Group Moscow, received a bronze Leo in the & nbsp; Media category. 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 creators made it clear that the animal in the & nbsp; house & nbsp; is not a & nbsp; caprice, but & nbsp; a conscious decision.
The case was presented in & nbsp; two shorts: Mobile Lions (Brand-led Mobile Websites) and & nbsp; Entertainment Lions (Excellence in & nbsp; Audience Engagement or & nbsp; Distribution Strategy for Sports Entertainment).
adidas and & nbsp; Friends Moscow launched the Run to & nbsp; scroll campaign in & nbsp; support for the new Alphabounce running shoes. The agency created a mobile site that scrolled on & nbsp; running. Having run the distance and & nbsp; finding a bonus, the user could win a pair of shoes.
Campaign in & nbsp; Shake Remix tariff support from & nbsp; Vodafone and & nbsp; at the same time & nbsp; - in & nbsp; tolerance support. The project, like the product itself, is aimed at a young audience. According to & nbsp; the latest data, 20% of immigrants in & nbsp; Italy & nbsp; are young people. The tariff allows you to select the desired number of minutes, SMS and & nbsp; traffic, and & nbsp; also change the settings in & nbsp; any time & nbsp; - just swipe and & nbsp; just shake your smartphone.
The face of the campaign was the Tunisian rapper Ghali, who has a clear position in & nbsp; regarding migration and & nbsp; social adaptation of visitors. Vodafone’s & nbsp; ads used photographs of other celebrities, as well as & nbsp; also entrepreneurs and & nbsp; ordinary people. Their & nbsp; faces appeared in & nbsp; outdoor and & nbsp; online advertising, and & nbsp; a video from & nbsp; Ghali was posted on & nbsp; on & nbsp; TV.
Hit the Media shortlist (Use of & nbsp; Social Platforms, Use of & nbsp; Branded Content created for Digital or & nbsp; Social), Digital Craft Lions (Content & gt; Cross-channel Storytelling).
The special project of the channel & nbsp; RT to & nbsp; the centenary of the 1917 revolution. An attempt to talk about & nbsp; events in the & nbsp; Russian Empire from & nbsp; February to & nbsp; October 1917 through the prism of modern technology.
The Google project “Far from the & nbsp; capitals”, in & nbsp; in which the search engine, together with & nbsp; users, created a map of significant cases from & nbsp; from all over Russia. Inspirational stories of people who are changing the country around them have been collected on the & nbsp; map. The winners were seven participants, for & nbsp; which, in the & nbsp; Google search, were voted by the most residents of Russia. Ketchum Maslov (entrant company) and & nbsp; SLAVA (idea creation) worked on the project.
Voskhod has created a corporate identity for the Corpus IT school - recognizable, serious and & nbsp; impudent at the same time. In the course of work on identity, the agency developed a special interface that converts any word into a & nbsp; unique pattern using a cellular machine & nbsp; - a symbiosis of programming and & nbsp; design.
Sunrise did a good job. And what didn’t go further, in my opinion, is a consequence of several reasons: 1) it would be better first to “break it in” at other festivals (such as “Epics”); 2) In design, a little tired of the "b / w abstractions" (purely visual); 3) The case is not completely clear (let's say in my basic specialty it’s clear what it is, but it’s unlikely for many others either). Those. if it turned out to be better to clarify the essence - then, perhaps, the result would be higher.
As a resident of St. Petersburg, the Tele2 case was pulled over the ears as best they could. In Golitsyn, all operators catch excellently, as in most well yards. Mobile Internet, thank God, is almost unlimited and costs a spear. Play in the rain in the parade because it’s wet on the street - well, comoon: -Oh