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.
Nivea Ad That Turns into a Kid-Tracker Wins Mobile Grand Prix

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 jury:
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."