What if advertising was the art of renewing?
Last night was the 3rd and penultimate award ceremony at CANNES LIONS 2013 and Lions for Press, Cyber, Design, and Radio were given out. The Grand Prix in Press was giving to TBWA\Media Arts Lab in Los Angeles, for the iPad Mini campaign which used the front pages of magazines as the back-cover ad.
The Cyber category received two Grand Prix. The first went to Draft FCB for Oreo and its Facebook campaign where the brand celebrated various events in the form of “special” Oreo cookies (see below for the Mars Rover, the Gay Pride Parade, and the “Talk Like a Pirate Day”).
The second Cyber Grand Prize went to San Francisco agency Pereira O’Dell for its campaign for Intel+Toshiba titled “The Beauty Inside”, an experimental webseries where over the course of 6 episodes, the hero changed to a different character (trailer below, to see all 6 episodes, click here). An experience that can be renewed by Internet users.
The Grand Prix for Design design went to the German agency ServicePlan its Self Scan Report Auchan in Italy, that puts a new face on sustainable development through a fun mobile application (video below). The Radio Grand Prix was given to Mc Cann Melbourne for Metro Trains (« dumb ways to die » ), a campaign that also won the Grand Prix Direct and the Grand Prix for PR, (see my post from Monday). With 3 Grands Prix, this campaign has matched the record-breaking campaign “Best Job in the World” in 2010. The next award ceremony will happen on Saturday, and may tur, “Dumb Ways to Die” into a record-breaking campaign. Of course, this record will surely be broken again, as advertising constantly renews itself!
PS : Justice has been served– TBWA\Helsinki was awarded two Lions (Gold and Silver) in Innovation and Cyber for the adidas NEO campaign. What if NEO renewed shopping?