Media, Cyber, Mobile, Creative Data and Innovation Winners
Leo Burnett and JWT share Cyber
CONFRONTED by increased standards in quality, the Cyber jury was unable to choose between two great campaigns. So in an unusual move, it presented Grand Prix awards to two entries: Leo Burnett Madrid’s ‘Justino’ for the Spanish Christmas Lottery; and JWT Amsterdam’s ‘The Next Rembrandt’ for ING Bank.
Cyber jury president Chloe Gottlieb, senior vice-president and executive creative director of R/GA New York, said the two campaigns were very different but shared an ability to travel seamlessly between the digital and real worlds. “For us, great Cyber campaigns are the ones where the technology becomes invisible, where it blurs the line between cyber and reality,” she said.
‘Justino’ was a touching campaign based around a beautiful piece of animation, telling the story of a lonely janitor who works in a mannequin factory. Loved by Spanish audiences, it also had a dramatic impact on lottery ticket sales.
‘The Next Rembrandt’, meanwhile, has been a big winner this week. Using data science and expert advice, the campaign created a remarkable new Rembrandt painting, raising questions about the impact of digital on the future of art. “We loved the fact that digital data was used to create a real outcome,” Gottlieb said.
In addition to the two Grand Prix, the Cyber jury awarded 23 Golds to 20 campaigns. Geographically, the US was a big winner with 13 Golds. The remaining 10 Golds were shared between New Zealand (two), Argentina (two), and one each to Brazil, Germany, Japan, Mexico, Sweden and the UK.
Y&R’S 'CHEEKY' MCWHOPPER TAKES ITS SECOND GRAND PRIX
ONE OF the week’s most talked-about pieces of work has scored its second Grand Prix triumph of the week in the Media category.
Created by Y&R New Zealand on behalf of Burger King, the ingenious ‘McWhopper’ campaign “reflected everything that is good about our industry”, said Media jury president Nick Waters, CEO of Dentsu Aegis Network, Asia Pacific. “It was about a big brand being bold, acting cheekily and bringing consumers in.”
The ‘McWhopper’ campaign triumphed in a category with 2,986 entries. It was based around an invite from Burger King to McDonalds to join forces on Peace Day to create a merged burger, prepared and served by a combined team. Although McDonald’s demurred, the McWhopper concept went viral, delivering 8.9 billion media impressions and $138m in earned media.
Commenting on the jury’s overall approach, Waters said: “The technology revolution means we can connect brands to consumers in a myriad of ways through media. So now the most important job in media is deciding what is the right way to do it. That’s how we approach judging. We looked for campaigns that delivered a fantastic balance between data, technology and creativity.”
In arguably the most diverse set of results so far this week, the Media jury awarded 12 Gold Lions to 11 campaigns in Australia (two), Brazil, China, Costa Rica, the Dominican Republic, Italy, Israel, New Zealand, Sweden and Thailand.
NEW YORK TIMES WINS MOBILE
THE WINNER of the 2016 Mobile Grand Prix is ‘New York Times VR’, a campaign that used Google Cardboard to redefine the NYT’s relationship with its audience.
Jury president Malcom Poynton, global chief creative officer of Cheil Worldwide, called the T Brand Studio New York campaign “a Wright Brothers moment for mobile”.
He added: “It transformed the relationship of a 165-year-old analogue brand with consumers and has maybe saved a $176bn industry in the process.”
The campaign saw the NYT mail out 1.3 million Google Cardboard headsets to its readers. In combination with mobiles, these could then be used to view VR content from the NYT and two partners, GE and Mini. The strategy achieved high take-up and generated widespread interest across the media.
More generally, Poynton said the jury had looked for work that it could celebrate “as unique to the way mobile can connect brands to consumers.”
The Mobile jury awarded eight Gold Lions to campaigns in the US (two), Argentina, Australia, Germany, Peru, Spain and Sweden. The rare Peruvian Gold went to McCann Lima for Hashtags For Life on behalf of the Peruvian Red Cross.
'NEXT REMBRANDT' ALSO VOTED A MASTERPIECE IN CREATIVE DATA
IN 2015, the first year of the Creative Data awards category, a tough jury decided to set the bar for success very high by not awarding a Grand Prix. So this year’s Grand Prix winner can justifiably claim to be the category’s first ever. Already successful this year, it is ‘The Next Rembrandt’, a JWT Amsterdam campaign for ING Bank.
Jury president Tash Whitmey, group CEO of Havas Helia, said: “’The Next Rembrandt’ was a tremendous entry. It was a beacon for this category and the data industry. It was inspiring and a little scary. It raised uncomfortable questions about humanity vs data.”
Speaking more generally, Whitmey said: “It is incumbent on us to reward work that sets a direction of travel for the data industry. We were looking for work that would be inspiring, where data and creativity were intrinsically linked.”
From a pool of 715 entries, just five Golds were awarded. These went to campaigns from Ecuador (two), Australia, Costa Rica and the US.
'INCREDIBLE' ALPHAGO WINS INNOVATION
THE WINNER of the 2016 Innovation Grand Prix is Google DeepMind’s AlphaGo, a new approach to artificial intelligence (AI) that could revolutionise problem-solving.
“By any measure, it’s incredible,” said Innovation jury president Emad Tahtouh, director of applied technology at Finch Australia. “It’s exactly what we were looking for in Innovation and points to the future of what we will see.”
In simple terms, the AlphaGo project was an attempt to find a way of problem-solving that would enable computers to beat some of the world’s leading players of the oriental board game Go, hitherto supposed to be immune to AI’s assault. A new policy and value-based analysis achieved Google’s goal and gave rise to hopes that it could be applied to solving some of the world’s biggest challenges.
The Innovation category only attracted 381 entries. Successful candidates must undergo a rigorous presentation process to secure a coveted Innovation Lion. This year, nine campaigns secured awards, including the Grand Prix. In terms of geography, the UK and the US came out on top with two Golds each. There were also Golds for Australia, Germany, Israel and the Netherlands.