Design Grand Prix for Google Creative Labs
The winner of the 2019 Design Grand Prix is Google Creative Labs for ‘Creatability’, a series of creative tools that use advances in technology such as voice and body movement recognition, to make devices accessible to people who, because of disabilities, can’t use them.
Design jury president Richard Ting said it seemed appropriate at a Festival like Cannes Lions to celebrate an innovation that made creativity accessible to more people: “We’re only really celebrating people who are able to use the tools at our disposal. So it’s refreshing that Google is enabling access for those people who are shut out.”
Ting, who is also executive vice-president, global chief experience officer at R/GA, said the diversity of the design jury played strongly into the final decisions. “It led to a real interrogation of the work at so many levels.”
In terms of trends Ting said there was a lot of work seeking to make a positive impact in the world. “There was a lot around accessibility, women’s rights, gun violence, mental health,” he said. As for decision-making parameters, the jury was looking for work that was “innovative, impactful, creatively sharp and had a tight concept. We wanted to see things that were changing business, not just short-term stunts.”
Gold Lions were awarded to five campaigns from the US (3), Japan and Germany. The Japanese campaign for the Japanese Para Table Tennis Association also focused on the challenges facing disabled people.