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I saw two main themes in the Mo­bile cat­e­gory. First, as the cat­e­gory sug­gests in its call for en­tries, we’re fi­nally start­ing to get to grips with the fact that “mo­bile” isn’t just the smart-arm ex­ten­sion of its 2.32 bil­lion global users. We’re mov­ing well be­yond a mo­bile­first world in ev­ery mar­ket. Sec­ond, we’re not just cre­at­ing amaz­ing con­tent but ex­pe­ri­ences and ser­vices that go be­yond the nor­mal util­ity we have come to ex­pect. Stand­out work ex­pertly ex­ploited a mo­bile-cen­tric ap­proach in an in­creas­ingly fluid set of hu­man-cen­tred de­sign. “Chat your­self”, a Face­book chat­bot help­ing peo­ple with Alzheimer’s to re­mem­ber things, left me breath­ing a sigh of re­lief. “Google Home of the Whop­per” lever­aged a clever (if not mildly alarm­ing) con­ver­gence of chan­nels ex­e­cuted in an ef­fec­tively sim­ple way. Other shout-outs: the Go­ril­laz app launch­ing their new al­bum and “Hun­gerithm”, which nailed an on­trend, end-to-end con­sumer jour­ney. I must ac­knowl­edge the Grand Prix win­ner, “The fam­ily way” – our only con­tender as a jury. It lever­aged the phone’s most pop­u­lar as­set, the cam­era, to en­able male home fer­til­ity test­ing, tack­ling both the is­sue and the taboo sur­round­ing it head-on. Big­gest dis­ap­point­ment? Not one vir­tual-re­al­ity en­try that was true to the im­mer­sive ca­pa­bil­i­ties of the medium. In sum­mary: some truly fan­tas­tic work, a bril­liant ex­pe­ri­ence but still so much un­ex­plored ter­ri­tory to be ven­tured into and claimed.

Grand Prix: Re­cruit Life­style ‘The fam­ily way’ by Dentsu Y&R Tokyo

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