An ad that turned into a wearable device won the top prize in the three-year-old Mobile category at the Cannes Lions International Festival of Creativity Tuesday. The Grand Prix went to Nivea's "Sun Block Ad," created by FCB Brasil.
What it is:
Nivea Sun's clever idea for the Brazilian market came in the form of a magazine ad that contained a strip that could be torn out and turned into a bracelet. The bracelet, made from humidity-resistant material, could then be put onto kids' wrists. A special app, Nivea Protégé, linked to the bracelet and let you set a distance that your child could wander before an alarm was triggered. The ad was placed in magazines that went to young moms living near Rio de Janeiro's beaches.
Why it won:
Jamie Robinson, jury president and exec creative director of Pereira & O'Dell, said that this idea was one that "universally lit [the jury] up like a bunch of Christmas trees." She called it the "perfect marriage of the right media delivering the right utility, delivering the right brand message and the right time and place. "It was a really cool blend of some of the oldest mediums in the world," she said.
The 15-person jury was the "most physical jury" Ms. Robinson said she'd ever been on. At all times in front of the jury they had every device available to them, and tried out in person a lot of the entries – such an Oscar Mayer mobile phone plugin that emitted the smell of bacon when your alarm went off ("it made us wonder how far away lunch was," said Ms. Robinson) and a connected tennis racket by Babolat. "If you came by the jury room at any given time you could see us running, jumping, dancing poorly, chewing gum," she said.
Notable work and trends:
Juror Mark Tomlinson of Hellocomputer said any of the Gold Lions awarded could have also been in contention for the top prize. Jurors called out a number of entries they thought were exceptionally good, such as Guy Cotton's incredible "drowning" experience that made you scroll to stay afloat; Unilever India's Kan Khajura station that brought rural areas on-demand entertainment on phones; Google Chrome's "Racer" experiment and John Frusciante's album that Loducca Sao Paulo sent out to space. "We're now seeing actual products being developed," said juror Stephanie Sarofian, exec director agency and brand partnerships at InMobi. "Mobile is now transcending channel status."
For more Cannes work highlights, tune into Creativity's "The Best of Cannes."