Doing well by doing good, changing perceptions and cooking up an ‘entirely new brand’ through subverting tech and innovation were just a few of the themes that came out of the work celebrated at last night’s awards show for Creative Data, Cyber, Direct, Mobile and Innovation Lions.
Creative Data Jury President Eric Salama revealed that after two days of deliberation, DigitasLBi’s Grand Prix-winning ‘Care Counts’ campaign for Whirlpool didn’t even appear on the shortlist. It was only when the jurors were offered the chance to bring back a piece of work which made them think they’d missed something that the campaign had its time to shine. When deliberating, he explained that the jurors were looking for a few specific things – work that had an idea at its heart and used data or technology in an imaginative way, whether that be complex or simple, rather than using for its own sake.
Care Counts was lauded as an example of a brand that can walk the walk, not just talk the talk, or the jury president’s words, “moving from storytelling, to story doing”. Data showed that one in five students struggle to access clean clothes, which in turn affects their performance, behaviour and attitude in school.
So Whirlpool washers and dryers were installed in schools across America to give at-risk students access to clean clothes, and washer usage data was collected for each student and compared to attendance data. And the result? Care Counts impacted not only attendance, but also the academic and social wellbeing of students.
Meanwhile in the Innovation Lions, despite the huge range of entries by multi-billion dollar companies and start-ups alike, Jury President Susan Lyne noted that it was Akestam Holst/Great Works’s Grand Prix-winning ‘The Humanium Metal Initiative’ campaign for IM Swedish Development Partner that jurors believed showed innovation at every stage. From concept to the business model and partnerships, the campaign was praised for creating “an entirely new brand”, with the proceeds going back into communities affected by gun violence.
Lyne said: “We had 10 people in the jury room from very diverse backgrounds and countries, who were all looking at these entries with fresh eyes. You look at all the things that go into innovation and its technology, but also creativity, impact and ingenuity.”
Doing well by doing good was also a key component in the RBK Communication’s Cyber Grand Prix-winning ‘Aland Index Initiative’ campaign for The Bank of Aland. It turned a tool for consumption – the Nordic’s high use of digital transactions and credit cards – into a purposeful way of improving the Baltic sea’s environment.
Also awarded a Cyber Grand Prix was Clemenger BBDO’s ‘Meet Graham’ campaign for Transport Accident Commission Victoria, which already scooped a Grand Prix in the Health & Wellness Lions, and Droga5’s ‘Did you mean Mailchimp’ campaign for Mailchimp, which put being bold, original and true to yourself in order to stand out in a packed-out market at its heart.
In the Mobile Lions, subverting technology to do things that it might never have been designed or imagined for, and producing the unexpected along the way, was a key trend noted by Jury President Andy Hood. He explained that ingenious creatives in the category are offering solutions and awareness to some of the world’s biggest problems – and Dentsu Y&R Tokyo’s Grand Prix-winning ‘Seem’ campaign for Recruit Lifestyle Co. did just that.
It was DAVID’s ‘Google Home of the Whopper’ campaign for Burger King, though, that was touted by Direct Jury President Ted Lim as an example of work that targets a clearly defined audience, calls them to action responds to that call – and much more. He described the campaign, which used voice-activated virtual assistant Google Home to extend the length and impact of a Whopper TV commercial, as “outstanding, outrageous and simply incredible.” He added, “we’ve never seen anything as invasive as that, it gets you in your living room and messes with you.”