Mobile Lions

The Mobile Lions celebrate device-driven creativity.

Entries will need to demonstrate performance in portable platforms. That is, work where a hand-held or wearable device is integral to the idea and enables key aspects of the execution. Criteria considered during judging includes: idea, execution, platform relevance, impact and results.

Mobile Lions Category Sections

  • A. Technology

    The creative application of mobile technology to enrich a brand, product or service.

    • A01 Activation by Location

      Use of geolocation and/or proximity technologies to activate a mobile campaign or experience. This can include, but is not limited to: GPS and other macro-scale technologies, Bluetooth 4 - 30ft, NFC, RFID, m-Commerce payment solutions, Bluetooth, push notifications (e.g. iBeacon) etc.

    • A02 AR

      Use of AR, visual search and image recognition, including image and object recognition technology and trigger markers such as QR codes, barcodes, etc.

    • A03 VR

      The creation of a mobile-based virtual reality that provides an immersive, transportive experience for the viewer that allows freedom of movement and interaction with the environment in real time. Including but not limited to computer-generated assets/elements.

    • A04 360° Videos

      A 360° video experience viewed spherically by movement of the device or head set. Typically delivered through, but not limited to, mobile devices.

    • A05 Networked / Connected Devices / Wearable Technology

      Cross-device work that uses at least one other device connected to a mobile phone including, but not limited to, wearables, drivables, sports devices, smart watches, flyables, household objects, screens; including cinema screens, smart TV's & digital billboards.

    • A06 Data / Insight

      The creative use of personal data to arrive at creative mobile solutions in order to target, engage or develop a meaningful relationship with a specific audience or community.

    • A07 Mobile Payment Solutions

      Creative use of mobile payment solutions including but not limited to apps, wallets, reward programs and hyper convenience.

    • A08 Innovative Use of Technology

      The creative application of innovative technology; ground-breaking use of a mobile device or innovative use of existing features. These might include, but are not limited to, touchscreen, accelerometer, speaker, vibration.

    • A09 Advanced Learning Technologies / Voice-activation

      Creative applications of mobile based intelligent technology, this can include, but is not limited to, artificial intelligence, bots, Personal Voice Assistant etc.

  • B. Mobile Websites

    Mobile or tablet specific websites/layouts. Please highlight any mobile specific interface features that were introduced to make it uniquely mobile.

    • B01 Brand-led Mobile Websites

      All mobile websites including single execution websites and websites created as part of a wider campaign attached to a brand.

    • B02 Charity & Non-profit led Mobile Websites

      All mobile websites including single execution websites and websites created as part of a wider campaign attached to Charity & non-profit work.

  • C. Social

    Mobile first executions or campaigns with people and social thinking at the core. The jury will consider levels of engagement, social reach, activation/attribution, demand generation and the creative use of social networks/activity in meeting set objectives.

    • C01 Content for User Engagement

      Social activity using video, streaming video, photo sharing, images, gifs or other content designed to engage, entertain, build, maintain or seed through an online social community for enhanced brand affinity.

    • C02 Real-time Response

      Branded social activity that utilises social platforms in order to respond to world events, public affairs and real-world activity in a meaningful, time-sensitive and creative way. A wide range of executions will be considered provided that real-time is at the core of the creative idea.

    • C03 Co-creation & User Generated Content

      Social based activity designed to engage with a community/fanbase and encourage them to contribute or collaborate with a brand initiative. Engagement may be intended to drive long term value through collaborative interaction. Further creative use and placement of content generated will also be considered.

    • C04 Targeted Communication

      Social activity customised for predefined communities, groups or individuals based on social era insight material such as behaviour, interests, friendships, geo-location etc. This can include, but is not limited to, native advertising and programmatic campaigns. Audience insights, the customisation of the social message, its relevance and its creative execution will all be. considered.

    • C05 Social Trends

      Appropriation of popular and current social behaviour or culture (including emojis, memes, hashtags, GIF's etc.) in order to leverage brand communication with an audience or community.

    • C06 Influencer / Talent

      Social initiatives or executions that utilise a celebrity, social ambassador, or social influencer in order to engage with a target audience.

    • C07 Social Business & Commerce

      Creative social activity that utilises the power of an online community to impact business objectives and/or to enhance relationships with a brand, community or consumers. This may include content, operations, intelligence, resourcing, sales, product development and other aspects of the value chain.

    • C08 Social Purpose

      Charitable, non-profit and social purpose initiatives designed for mobile. Entries should harness the core values and culture of the brand, product or service. The impact on the targeted audience will be taken into consideration.

  • D. Apps & Games

    Any mobile or tablet specific application (native, hybrid, web-based or preinstalled) which can be accessed via the web or downloaded from app stores and other mobile software distribution platforms.

    • D01 Games

      Brand related games designed for and played on a mobile phone, smart phone, tablet, Smart TV or any other mobile device.

    • D02 Utility Apps

      Mobile apps that focus on improving the everyday. Convenience, usability and their problem-solving nature will all be taken into consideration.

    • D03 Brand-led Mobile Apps

      All product or service apps related to a brand. Both stand-alone apps or apps as part of a wider campaign will be judged here.

    • D04 Charity & Non-profit led Mobile Apps

      All charity or non-profit apps. Both stand-alone apps or apps as part of a wider campaign will be judged here.

  • E. Excellence in Mobile

    • E01 Excellence in Mobile Campaign & Messaging

      All mobile-led campaigns that enrich a brand, product or service. These can include, but are not limited to campaigns that utilise mobile technology alongside other mediums, campaigns that utilise connected/networked mobile devices and messaging campaigns.

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The Mobile Lions President's Message

Ari Weiss President

Chief Creative Officer, DDB Worldwide, North America

"Take out your phone and search 'mobile statistics 2019.' One of the first statistics you'll find is that a third of the population rather give up sex for a year than their smartphone for a year. The second statistic you'll find is that more global citizens own cell phones than toothbrushes. This either speaks to the incredibly poor state of dental hygiene and sexual expression in our world today, or perhaps more pointedly towards the ever growing dependency on mobile devices.

With people spending an average of 5 hours a day on their smartphone (88% growth YOY) the opportunity to engage consumers in more meaningful ways provides our industry a creative brand building platform the likes of which has never been seen before. This year the mobile jury will be looking to honor the very best brand connections originating on the world’s fastest growing, constantly changing platform with infinite potential. This isn’t the future people. This is the now. And what better place to celebrate the now than this year’s Cannes Lions International Festival of Creativity."

The Mobile Lions Jury

Ari Weiss Jury President

Chief Creative Officer
DDB Worldwide
North America

Ari Weiss joined DDB as CCO of North America in February of 2017. Together with CEO Wendy Clark, the two have been focused on what they're calling the 'resurgence of an icon'. A mission to return DDB to its rightful position as the world's most creatively effective network. In less than a year, Weiss helped secure DDB a spot on AdAge's coveted A-List for the first time in over 20 years. In 2017, Weiss was also named to Crain's 40 under 40, Adweek's Creative 100 and the 4A's 100 People Who Make Advertising Great. In 2018, Weiss was named one of the top 5 most award winning CCOs in the world by the Drum's Big Won Rankings. He also helped lift DDB to the third most creatively awarded network in Cannes helping Omnicom secure the holding company of the year honour for the first time in the festival's history.
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Adriano Santiago De Matos

Chief Creative Officer
Grey Publicidade Do Brasil


Beth Keamy

Global Director of Digital
TBWA\Media Arts Lab


Ian Mackenzie

Chief Creative Officer


Juan Pablo Alvarez

Chief Creative Director
Ogilvy Colombia


Krystle Mullin

Creative Director
United States


Sophie Te Pas

Digital Creative Director
Mediamonks Singapore


Suzana Apelbaum

Head of Creative
United States


Tijmen Mulder

Robot Kittens
The Netherlands


Tomohiko Hayashi

Interactive Director


Past winners of the Mobile Lions

Corruption Detector

2018 · Grey Brazil for Reclame Aqui


Based on facial recognition, Corruption Detector is a free APP that draws on a comprehensive database with all the official records of corruption, previously hidden in hundreds of courts across Brazil. By simply pointing a phone at a candidate, voters can now spot the corrupt ones in purple, no matter where they are: TV, papers, internet, outdoors and even in person. All data organized by the app is available for reference at any time. And on election day, users will receive an important notification: a reminder not to vote for a corrupt politician.

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