The jury: The jury was chaired by Rei Inamoto,
VP-chief creative officer of AKQA. He said mobile was an especially
interesting category for him because it was so pervasive, but also
so new. "I've judged a few categories at Cannes and this was the
most passionate jury," he said. "There were a lot of arguments and
disagreements." There were no women on the jury. When asked why
this was the case, Matias Palm-Jensen, chief innovation officer at
McCann Erickson, said that the problem could
only be solved by the press going back to their countries and
telling their representatives to change the ratio. He added that in
Sweden they are mandated to ensure that half their jury members are
female. He also said that he should not have to defend the jury
composition. "I don't want to feel uncomfortable as a man," he
Why it won: Jury members said that the
simplicity of the work was what made it win. "I think it's an
unexpected Grand Prix winner," said Mr. Inamoto. "It's not the most
technically advanced entry, and in fact, it's a little bit
backwards." Xavier Laoureux, head of the Digital Arts Network at
TBWA, said what was "interesting about
[TXTBKS] is that it's the best way to show you can have a mobile
idea without pushing the technology side of it. It was not using
technology as the end."
Total Lions awarded: 59 Lions were awarded;
nine of them were Gold, not including the Grand Prix winner.
Controversy or clear winner? All nine Gold
Lions were good enough to have won the Grand Prix, Mr. Inamoto
said, but Cannes Lions rules mandated that the work done for
charity was ineligible. So while "Reborn," by Duval Guillaume Modem Antwerp for the Organ
Donor Foundation, and JWT Beijing's "Baby Back Home" campaign for
missing children won Gold Lions, they couldn't win the Grand Prix.
Four of the 10 Gold Lion winners (including the eventual Grand Prix
winner) were ineligible for the top prize.
Hot topic: The problem of monetization was
discussed at length, with Mr. Palm-Jensen noting that many of the
Lions winners didn't involve paid media. Dirk Freytag, CEO of YOC
AG, said that that issue fits into the central problem with mobile
work. "There's no one in the industry that has figured out how to
monetize mobile," he said. " There was also the perennial question
of what "mobile" really means. At the end of the day, Mr. Inamoto
said his suggested definition was, "Is it portable? Is it
connected? And is it pervasive?"