WHY IT WON: "It was a very dramatic beautiful piece of work",
said jury president Tom Bedecarre. It used cutting edge
photography, was able to stream content immediately, and made good
use of integration with peoples' mobile devices, he said.
The pavilion met the jury's three goals for the Grand Prix:
breakthrough technology; an idea that could be scaled rather than a
one-off execution as seen in many other Cannes categories; and work
that empowers creativity. Mr. Bedecarre said a fourth, private
requirement among the judges was "Is this a business I would invest
THE JURY: Although chaired by AKQA Chairman Tom Bedecarre, this unusual
10-person jury was comprised mostly of technology experts and
venture capitalists. Mr. Bedecarre wasn't kidding when he said,
"There are several investment proposals floating around. We've had
internal debates about who gets to approach who."
LIONS AWARDED: Before Cannes, the jury whittled more than 200
entries down to 30 finalists and ultimately just three Lions, the
fewest winners in any category. Innovation is the only jury that
requires finalists to make an in-person presentation at Cannes.
Each of the 30 finalists made a 10-minute pitch to the jury, and
then was grilled for 10 minutes by the judges. (A pro tip for
finalists from Mr. Bedecarre: Make sure your team includes someone
who can answer engineering questions, as well as someone who is a
The innovation category drew the most diverse group of entrants.
Mr. Bedecarre said the finalists included "inventors, designers,
data scientists, ad people, client marketing people and software
OTHER CONTENDERS: Although MegaFone's Megafaces Pavilion was the
clear favorite, the judges raved about the other three winners from
the U.S., Brazil and France.
"Babolat Play" by Ogilvy France was a connective tennis
racket that takes wearable technology to the next level. "Points"
was a sign entered by Breakfast, New York, that gives passerbs
relevant information about what's going on.
The most brand-oriented winner was "Fiat Live Store" by
AgenciaClick Isobar, Sao Paulo. It aimed at prospective
car buyers interested in doing a virtual tour of a Fiat model and
used "a headset more robust than Google Glass," said judge
Oliver Palmer, head of innovation at Tigerspike in Singapore. Users
could log on from a computer anywhere in the world, and instruct a
specially-trained Fiat technician who was in the company's showroom
and equipped with the special headset. A user might want to look in
the trunk, or open the door. The idea was to replicate the showroom
experience without actually being there.