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We have pored over more than 4,000 pieces of “dig­i­tal” work. And the re­cur­ring de­bate – of­ten be­fore even dis­cussing whether we loved an idea or not – was whether it was gen­uinely “cy­ber”. It quickly be­came clear that no sin­gle def­i­ni­tion was go­ing to sat­isfy a jury as di­verse as the ideas it was judg­ing – from branded tech to vir­tual-re­al­ity demos to 360-de­gree re­veals to “con­tent”. Which is why, when it came to the Grand Prix, I was glad that we were able to award three. Our first win­ner, the Aland Index, mea­sures the true cost of con­sump­tion and trig­gers more re­spon­si­ble be­hav­iour. It was an im­por­tant re­minder that we have a le­git­i­mate role to play along­side con­sul­tan­cies in cre­at­ing real-world so­lu­tions, not just ad­ver­tis­ing them. Our sec­ond award went to mul­ti­ple Grand Prix win­ner “Meet Gra­ham” be­cause it was un­de­ni­able that big data and tech­nolo­gies such as vir­tual re­al­ity al­lowed us to gain the su­per­pow­ers needed to ex­pe­ri­ence the unimag­in­able. The fi­nal Grand Prix went to Mailchimp be­cause it was in­spired by pure “cy­ber­ness”: search ty­pos and sub­cul­tures as beau­ti­fully ran­dom as whale noises and nail art. So while Cy­ber will prob­a­bly re­main the hard­est cat­e­gory to de­fine, this ex­pe­ri­ence makes me be­lieve that we’re get­ting in­creas­ingly closer to un­der­stand­ing what it’s truly ca­pa­ble of.

Grand Prix: Trans­port Ac­ci­dent Com­mis­sion Vic­to­ria ‘Meet Gra­ham’ by Cle­menger BBDO Mel­bourne

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