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Brand Experience & Activation, Innovation and Mobile winners

Leo Burnett best in Innovation

The winner of the 2022 Cannes Lions for Innovation is ‘One House To Save Many’, entered by Leo Burnett Sydney on behalf of Australian insurance group Suncorp.

Jury President Cleve Gibbon, chief technical officer of Wunderman Thompson, US, said:

“This entry gave me goosebumps when I first saw it. It got the jury’s attention and now it deserves to get the world’s attention.”

Led by Suncorp, ‘One House To Save Many’ was a collaborative engineering project launched to create a house that could withstand Australia’s extreme weather systems. Utilising expertise from a range of scientific fields, the resultant house is capable of withstanding extreme attack from fire, flood and wind. The goal now is for the house to provide the basis of a damage-prevention strategy that can be applied in Australia and beyond.

According to Gibbon, the jury spent a lot of time thinking about what “it really means to be innovative”. He added: “We saw a lot of good corporate hospitality work, but it wasn’t necessarily innovative. It was what those companies should have been doing anyway.”

The jury was keen to see work where innovations could have a direct impact to a brand’s business. In this case, Suncorp has to pay out billions in disaster claims every year, so any innovation that builds resilience into people’s lives is a potential bottom-line saving.

The jury also awarded a Gold Lion to ‘McEnroe vs McEnroe’, entered by FCB New York on behalf of AB InBev beer brand Michelob Ultra.

‘Empowering’ ‘Real Tone’ wins Mobile

The 2022 Cannes Lions Grand Prix for Mobile has gone to ‘Real Tone’, an ingenious product development entered by Google, T Brand Studio New York, Wieden+Kennedy Portland and GUT Miami.

Mobile jury president Hugo Veiga, global chief creative officer for AKQA, called ‘Real Tone’

“an easy Grand Prix to give. It was simple, yet very empowering.”

In simple terms, ‘Real Tone’ is a Google innovation. It addresses a historic bias in photography that makes it difficult to capture dark skin tones accurately. Veiga said: “We’ve had a situation where black people can’t see themselves properly in photos. So this technology repairs a historical issue with something that really shouldn’t be a problem. And it’s just the beginning for a technology that will allow people to see themselves as they really are.”

Veiga said the jury’s approach to its task was “to let the work guide us”. He added: “We didn’t come away with any specific trends, but we did identify some powerful thoughts — for example, the ability of mobile tech to make everyday life better for people. We also saw some examples of how mobile-led ideas can be key to business transformation.”

The mobile jury awarded three Gold Lions, all of which originated in the Latin American/Hispanic markets. These included Burger King’s ‘Burger Glitch’, which also won Gold in the Brand Experience & Activation category.

Dentsu takes second Grand Prix for Vice’s History Tour

‘The Unfiltered History Tour’, an innovative campaign for Vice Media by Dentsu Creative Bengaluru/Mumbai/Gurgaon, has won its second Cannes Lions Grand Prix of the week.

Brand Experience & Activation jury president Yasuharu Sasaki, chief creative officer of Dentsu Japan, called it “a strong and provocative experience that shows how the use of tech has the power to change mindsets. It also comes at a time when cultural appropriation is a hot topic.”

‘The Unfiltered History Tour’ is based around a series of culturally significant artefacts that were stolen from their homelands and are now on display in the British Museum. By using Instagram AR filters and immersive audio, visitors to the museum are able to access an unofficial tour of the treasures, which explains the significance of each object and how it came to be a landmark of the London cultural scene. Series subjects include the Elgin Marbles, the Benin Bronzes and the Rosetta Stone.

Sasaki said Brand Experience is a tough category to judge because “everything is an experience, whether people are in the real world or digital”. He added:

“One of the key things we looked for was the relevance and consistency of the brand experience. We were also looking for experiences that empower people not just in the moment but that have a long-term impact.”

The jury also awarded nine Gold Lions to seven different campaigns. Latin America featured strongly among the Gold recipients, with wins for Brazil, Peru and Honduras.


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