CYBER LISA DE BONIS
EXECUTIVE DIGITAL DIRECTOR, HAVAS LONDON
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