Triple triumph as Cyber jury awards Grand Prix hat-trick
The cyber category was so broad and far-reaching that the jury decided to award an unprecedented three Grands Prix, each reflecting different strengths of the medium.
The first was the ‘Aland Index’, entered by RBK Communication Stockholm on behalf of The Bank of Aland. This campaign was an attempt to calculate the environmental impact of people’s spending behaviour as related to specific products and services. The highly innovative work reached 350 million people and increased brand awareness by 308%.
The second was ‘Meet Graham’, a campaign by Clemenger BBDO Melbourne on behalf of the Transport Accident Commission Victoria, which also won Health & Wellness Grand Prix this week. Jury president Colleen DeCourcy, global chief creative officer, Wieden + Kennedy, said the visually breathtaking campaign was an example of a piece of work that combined “experience and high design that then blew up in social media”.
DeCourcy was especially complimentary about the third Cyber Grand Prix winner, an example of “how you construct a massive campaign with cyber at its core.” Entitled ‘Did You Mean Mail Chimp?’, this brilliantly elaborate inter-disciplinary campaign was created by Droga5 for Mail Chimp. DeCourcy said it especially resonated with this year’s jury because they were looking for work that was more than just a stunt. “I love one-off stunts, but we wanted to show that cyber can embody where the technology is taking us.”
The Cyber jury also awarded 19 Gold Lions. Among these were much-deserved wins for Egypt, Peru, China, Singapore and Spain.