Jury president Tor Myhren, VP of marketing communications at Apple, explained that the jury chose this winner for its ‘brutal simplicity’. They couldn’t believe that this idea hadn’t been done before, he said.
One Gold Lion was awarded to DOT by Serviceplan Germany, Munich, and Serviceplan Korea, Seoul. The braille smartwatch was awarded the Grand Prix in the Design category at Cannes Lions Festival 2017. Myhren explained that they also wanted to commend the campaign this year because it is still going. He explained that too often, innovation efforts stop after they have won an award.
Only six campaigns were awarded in this year’s innovation category, with one Silver Lion going to Futurecraft 4D by Adidas.
