News & Views

Cannes Lions / Cyber Lions Winners

by Contagious Team

Content spanning participatory polished productions and rough and ready news posts win Grand Prix in the Cyber category

Intel and Toshiba's The Beauty Inside, an elaborate content-led project through Pereira & O'Dell, San Francisco, and Oreo Daily Twist (Draftfcb, New York) claimed the two Grand Prix awarded at this year's Cyber Lions.

Jury chair and founder of R/GA, Bob Greenberg, described The Beauty Inside as having 'an incredible storytelling capability that ties in very specifically to Intel Inside.' The content-led, professionally produced project encouraged participation and gained impressive results for the brand, including 70 million views and a 360% sales lift. 

Oreo's more rapid-fire approach saw the brand construct a newsroom, and produce and share the brand's daily take on the news and current events to coincide with its 100th Anniversary, hosted across a variety of social platforms.

Juror Flo Heiss, ECD at Dare, described the Grand Prix winners as 'bookending the best of the category, praising Intel's 'crafted, deep engagement' and Oreo's fresh, current social media system.

Juror and co-founder of 42 Entertainment, Susan Bonds, told Contagious: 'With the advent of social network and feedback loops, it's more advantageous for brands to think with a long term view. What's the conversation that I want to start? What's the conversation? What's the tone? Trying to strike a tone with consumer that's playful and relevant and fun.' 

The complexities and range of work that the category covers was reflected in the various awards handed out. James Hilton, jury member and co-founder of AKQA, described the category as 'a Frankenstein's monster of an award,' with more facets being bolted on as the area has expanded. Hilton said: 'the entire award structure requires a rethink. Digital is everywhere and everything. It's redundant to talk about it as one category.'

Hilton continued: 'My hope is that ads for ads sake will die away and brands will spend time making people's lives better. Ad interruption is over. It's time for festivals like Cannes to redefine what advertising means.'

The big winner of the week so far, McCann Melbourne's Dumb Ways To Die, claimed five Gold Lions in the category. Greenberg cited the continuing influence of storytelling in the category: 'TV is coming back round to be more and more relevant.' Engaging, moving and witty films received Gold Lions, including Dove's Real Beauty Sketches, through Ogilvy Brasil, Sao Paulo and Bodyform's tongue in cheek social media response, The Truth (Rubber Republic, Bristol).

Beautifully crafted, immersive sites were recognised with two Golds for Clouds Over Cuba (JFK Presidential Library) through The Martin Agency, Richmond, two for Lincoln MKZs Hello Again (Hudson Rouge, New York) and a single gold for Geox's Amphibiox Urban Waterproof Shoes (SMFB, Oslo). 

Bonds praised Gold-winning Nike+ Kinect Training (AKQA, London) for creating an 'ecosystem around the service, closing the gap between how people stay healthy and fit.' Bonds described the category as containing strong examples of interactive, participatory marketing with work that is closing the gap between the physical and the virtual. 

Other Gold winners included Window Shopping Adidas (TBWA\Helsinki),  McDonald's Canada's Our Food, Your Questions, through Tribal DDB, Toronto and ALB's music video Golden Chain (CLM BBDO Boulogne-Billancourt) which sold items through the video to fund the band's album production costs.

Click here for a full list of the winners