Cannes Lions-2023: развлечения, эксперименты, мобайл

Главный международный фестиваль креативности Cannes Lions-2023 огласил победителей в категориях Entertainment и Experience. В последней представлены номинации Brand Experience & Activation, Creative Business Transformation, Mobile, Creative Commerce и Innovation. Среди фаворитов жюри — шлем из ракушек, еда-конструктор и концерт Рианы на Super Bowl-2023. Ознакомьтесь с этими и другими кейсами в материале Sostav.

Cannes Lions-2023: развлечения, эксперименты, мобайл
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EntertainmentFiction Film: Up to 5 minutes

Nike FC presents the Footballverse — Nike, Wieden+kennedy, Portland — Золото

Dirty laundry — Abaad resource center for Gender equality, Leo Burnett, Beiru — Золото

Brand Integration

High valyrianlessons — Duolingo, Pittsburgh — Золото

Integrated Brand Experience

Clash from the past — Clash Of Clans, Wieden+kennedy, Portland — Гран-при (также гран-при в категории Entertainment Lions for Gaming в номинации Audio-visual Content)

Audience Engagement / Distribution Strategy

Apologize the rainbow — Skittles, DDB, Chicago — Золото

Brand Partnerships, Sponsorships & Collaborations

The CEO — Noblex/ Paramount+ — Noblex TV 4k, GUT, Buenos Aires — Золото

Entertainment Lions for GamingBrand Integration for Games

Los Santos +3º— Greenpeace (признан нежелательной организацией), VMLR&R, Sao Paulo — Золото

Use of Gaming/Streaming Platforms

Fighting to Remember — Zikaron Baslon, McCann, Tel Aviv — Золото

Brand Partnerships, Sponsorships & Collaborations

FIFA 23 X Ted Lasso — EA Sports & Apple, Apple, Cupertino/Ea Sports, Redwood City — Золото (также гран-при в категории Brand Experience & Activation в номинации Sponsorship & Brand Partnership)

Entertainment Lions For MusicExcellence in music video

Pharrell, 21 Savage And Tyler, The Creator — Cash In Cash Out — I Am Other, Electric Theatre Collective, London/I Am Other, Beverly Hills — Золото

Fan Engagement/Community Building

Rosalia Motomami live experience on Tiktok —Tiktok Live, Tiktok, Sao Paulo/Columbia Records, New York / Motomami, Barcelona — Золото

Brand Partnerships, Sponsorships & Collaborations

Apple music Super bowl Halftime show — Rihanna — Apple Music, Los Angeles — Золото

Diversity & Inclusion in Music

The greatest Apple — Accessibility Apple, Cupertino — Гран-при

Entertainment Lions For SportFilm Series and Audio

Lea — Kimberly Clark, Kotex, Ogilvy, São Paulo — Золото

Live Broadcast/Live Streaming

Dreamcaster — Michelob Ultra, FCB, New York — Гран-при

Sports Live Experience

The forgotten team — MEO — Football Jersey, Dentsu Creative, Lisbon — Золото

Brand Experience & ActivationHealthcare

See my skin — Vaseline, Edelman, New York — Золото

Social Engagement & Integration for Live Experience

World Cup Delivery — Pedidos Ya App, Gut, Buenos Aires — Золото (также золото в номинации Use of Mobile & Devices и гран-при Mobile в категории в номинации Activation by Location)

Use of Mobile & Devices

Knock knock — Korean national police agency — A silent emergency call, Cheil, Worldwide, Seoul — Золото

Cross-platform Digital Experience

Missing Matoaka — Muskrat Magazine, Online Magazine, BBDO Canada, Toronto — Золото

Sponsorship & Brand Partnership

The Last photo— ITV x calm — Adam&eveddb, London — Золото

Launch/Re-launch

Airtel 175 Replayed — Airtel Telecommunications, Leo Burnett, Mumbai — Золото

Cultural Insight

Adlam — An Alphabet to preserve a culture — Microsoft, 365 McCann, New York — Золото (также гран-при в категории Creative Business Transformation в номинации Targeting, Insights & Personalisation)

Heaven Fish — Regal Spring, Ogilvy Honduras, Tegucigalpa — Золото

Corporate Purpose & Social Responsibility

Certified care — Raid — Sc Johnson/Raid Energy, BBDO, Chicago — Золото

Creative Business TransformationService Design

Renault Plug-inn — Plug-inn, Publicis Conseil, Paris — Золото (также золото в номинации Mobile-led Commerce в категории Mobile)

Creative CommerceFood & Drink

Lunchabuild this — Goodby Silverstein & Partners, San Francisco — Золото

Mobile-led Commerce

Oreocodes — Oreo, VMLY&r Commerce, New York — Золото

Targeting, Insights and Personalisation

The subconscious order — Hungerstation delivery app — Wunderman Thompson, Riyadh — Гран-при

InnovationEarly Stage Technology

Mouthpad^ — Augmental, Wunderman thompson, Lima/Augmental, San Francisco — Гран-при

Product Innovation

Shellmet — Koushi Chemical Industry Co., Ltd., TBWA\Hakuhodo Inc., Tokyo — Золото

MobileSocial Purpose

Transparency card — Congresso Em Foco, Akqa, Sao Paulo — Золото