Cannes Lions / Creative Data Winners
Whirlpool's Care Counts campaign was awarded the Grand Prix for Creative Data at the Cannes Lions International Festival of Creativity.
Eric Salama, chair of the jury and CEO of Kantar Global, explained that the jury was looking for work with an idea at its heart, and that used data in an imaginative way.
Whirlpool's year-long data gathering effort saw the brand place washing machines and tumble driers in US high schools, based on a hypothesis that clean clothes and an improved appearance would help raise attendance. Whirlpool and its agency DigitasLBi, Chicago, tracked the impact of the campaign, and found that 90% of tracked students increased attendance over the previous year, while the highest risk students attended school for two weeks more than the previous year.
Contagious I/O subscribers can read an Insight and Strategy interview with Digitas LBi Chicago VP of planning, Brian Sherwell.
The category saw five Gold Lions handed out, including Canal+ AiMEN, through BETC Paris. A contender for the Grand Prix, the work also prompted behaviour change (which the jury flagged as a key consideration), and used artificial intelligence to analyse tweets and respond to them with appropriate Bible verses. The jury praised the work for both changing behaviour and driving views for the channel.
Other Gold Lions went to anti-bullying initiative Reword for Headspace through Leo Burnett, Melbourne; AAMI Smartplates for insurer Suncorp via Ogilvy Australia, Melbourne; Sberbank Neighbourhoods Good, Moscow and M Live: Marriott's Real Time Command Center through MEC Global, New York.
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