The Cannes Lions Mobile Jury bestowed the Grand Prix on Seem, an app from Recruit Lifestyle Co. Ltd that allows men to test their sperm quality with their mobile phones. The Seem system comes with a kit that includes a tiny lens that can affixed to a mobile phone. Men put a drop of semen on the lens, and the app will shoot video of the sperm and analyze it for count, concentration and mobility. Dentsu Y&R Tokyo also created the "The Family Way" short film promoting the system.
Jury president Andy Hood, head of emerging technologies at AKQA, said the jury noticed an increasing number of entries that were "looking at platforms and technologies and not thinking about what they allow you to do but[but] are seeing how they can go deeper. They can find ways to subvert the technology, to use it to do something completely unexpected, unanticipated, technology may have never been designed for or imagined in the first place."
Read more about the judging over at AdAge.com.