CANNES JUDGES’ TAKE ON THE WIN­NING BRANDS

Mem­bers of this year’s ju­ries dis­cuss the eval­u­a­tion process, the win­ners, key themes and their per­sonal favourites

Campaign UK - - FRONT PAGE -

CREATIVE DATA SI­MON JAMES GLOBAL LEAD, DATA AN­A­LYT­ICS, SAPIENTRAZORFISH

Rapidly evolv­ing tech­nol­ogy is ex­pand­ing the pos­si­bil­i­ties of what mar­keters can achieve with data. Yet it is of­ten the sim­ple ideas that evoke the big­gest re­sponse. “AIMEN” for Canal+ was prob­a­bly the most creative use of ar­ti­fi­cial in­tel­li­gence and IBM Wat­son – it was on-brand, salient and ap­plied AI to do things that a hu­man can’t do. For creative teams to adopt data-driven tech­nolo­gies, they need to be ex­posed to cam­paigns like this one. Other gold win­ners had so­ci­etal good at their heart and be­havioural change on their mind. “Re­word” is an anti-bul­ly­ing browser plug-in. Sber­bank turned an out­door cam­paign into a mar­ket re­search tool to link small busi­nesses to their com­mu­ni­ties. “AAMI Smart­plates” helps trans­form how young peo­ple learn to drive. The Grand Prix win­ner, “Care counts”, was based on a sim­ple yet com­pelling in­sight that school at­ten­dance is af­fected by ac­cess to clean clothes. Whirlpool didn’t fea­ture this in an ad. It in­stalled its ma­chines in 47 schools and gath­ered data for a year un­til it had proof, then told the world about it. At a time when so­ci­ety is wor­ried about who is gath­er­ing data for what pur­pose, it is vi­tal that brands big and small demon­strate that there is value in data – not just to fill their own pock­ets but to have a pos­i­tive im­pact.

Grand Prix: Whirlpool ‘Care counts’ by Dig­i­taslbi Chicago

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