Innovation prize for internet access ad

 

The winner of the Innovation Grand Prix for 2018 is ‘My Line’, entered by MullenLowe SSP3, Bogota on behalf of the Ministry of Communications & Technology Colombia. Jury president Tor Myhren, vice-president marketing communications, Apple, Global commended it for its “brutal simplicity. It left the jury wondering how had this never been done before.”

‘My Line’ addresses the fact that many people in rural Colombia don’t have access to the internet. But they do have standard mobile phones. Through the use of Google Assistant, ‘My Line’ made it possible for people to get information from the internet via their legacy phones. All they have to do is dial a local number 6000913 (which resembles Google) and ask a question. After a pause, they get the answer they are seeking.

The Innovation jury only gave one Gold, to ServicePlan Germany & South Korea and Dot Incorporation for Making The World Accessible, Dot by Dot. Myhren took time during the press conference to praise it, saying Dot won the Grand Prix two years ago for its Braille smartwatch. We gave them Gold this year because they haven’t stopped innovating.”

Only six entries received Innovation Cannes Lions of any colour, from Colombia, Germany, The Netherlands, Czech Republic, India and Brazil.

 
Harriet Palmer