Bijork VR Scoops Digital Craft

Henry Cowling

Henry Cowling


The Digital Craft Grand Prix for 2017 went to a real-time virtual reality experience for Bjork’s Notget, entered by Analog London and W&N Studio London. Jury president Henry Cowling, creative director of production agency UNIT9, advised Cannes Lions delegates to “find a headset and watch it — because it will blow your fricking head off”.

VR entries often get criticised for putting technology ahead of ideas, but Cowling said the Bjork entry “represented everything we wanted to see about digital craft – not just VR. It showcased all facets of digital craft to the highest level and broke new ground.”

Cowling said the jury was conscious that this is “a young category — so there was an onus for us to define what digital craft means. So we focused on the use of media, technology and tools that created experiences that wouldn’t exist easily on other platforms or media.” On the subject of VR, he said “this is the year VR came of age at the Cannes Lions Festival”.

There were six Gold Lion winners. Google picked up three for ‘Through The Dark’ and ‘Tilt Brush’. There was also Gold for Gatorade (US), Morton Salt (US) and Getty Images (Brazil).

Harriet Palmer