Half the battle of winning a Lion is properly understanding the category. In this essential weekly guide for Festival veterans and first-timers alike, the Cannes Lions Awards team share five examples of work to help you make sense of Creative Data.
The Creative Data Lions celebrate the interplay of ideas and information. Winning work in the Creative Data categories must clearly demonstrate how the execution or campaign was enhanced or driven by the creative use, interpretation, analysis or application of data. The creative use of data must sit at the core of the idea and the results/impact must be clear and robust. If you think that data is boring, think again. Sometimes data powers creativity, and other times creativity choreographs data. Here are some examples of those relationships at work:
The Emotional Trailer, by the Melbourne International Film Festival
Gold Creative Data Lion: Data Storytelling, 2016
Bringing the unlikely combination of emotions and data together, this campaign created 'Emotional Trailers' for the Melbourne International Film festival. Using the human face as a display, data collected from film critics and an innovative use of technology they managed to create movie trailers that spoke every language.
The sports one
Brainband by Samsung Australia
Silver Creative Data Lion: Use of Real Time Data, 2016
A piece of wearable technology that can track the impact of concussions suffered during sport. The revolutionary method of collecting this data was made available to medics and coaches for real-time and long term assessment.
The life-saving SMS
SOS SMS, by Mexican Red Cross
Gold Creative Data Lion: Creative Business Data Strategy, 2015
The SOS SMS campaign was a simple and accessible solution that went a long way in overcoming the lack of prevention culture found in Mexican society and turned mobile phones into life-saving tools.
The parking spot
The Open Road Project / Toyota
Silver Creative Data Lion: Creative Data Client Strategy, 2016
The Open Road Project created an entirely new parking service that transformed small, unused spares around Tokyo into parking for the ultra-compact EV, Toyota i-Road.
The piece of art
The Next Rembrandt, by ING
Grand Prix Creative Data Lion, 2016
ING firmly positioned itself as one of the world's most innovative banks by creating a project that produced a 3D printed painting made solely of data derived from Rembrandt's total body of work. Proving the marriage of data and creativity can build brand engagement and inspiration for consumers. This campaign also picked up Grand Prix in Cyber, with multiple Gold, Silver and Bronze Lions across Cyber, Digital Craft, Design, Outdoor, Direct, Entertainment and Creative Data.
Bringing together professionals from across healthcare and pharma communications, Lions Health seeks to challenge norms and motivate change in these highly innovative yet fiercely regulated industries.
Lions Innovation examines how data and technology can act as catalysts and enablers for creativity. It is where start-ups with revolutionary ideas meet major technology providers with game-changing products.