Creative Data:
The Creative Data category is still known as the “game changer” according to the category’s jury president Tash Whitmey.
With 40 awards dished out for this category, JWT Amsterdam’s The Next Rembrandt campaign was a clear winner, with a unanimous vote across the jury as it raised some important questions about our relationship with technology.
Five other Gold Lions were awarded for campaigns like McCann NY’s Lockheed Martin Generation Beyond and JWT Costa Rica’s Teletica The Second Scoreboard.
Innovation:
Jury president Jason Kodish who also hosted the category’s first awards, agreed that the Grand Prix winner – Google Deepmind’s AlphaGo – was an obvious choice as it suggested what the future for tech and creativity could look like.
A total of nine Lions were awarded for other innovative campaigns.
Mobile:
As Mobile becomes one of our main platforms of consumption , it is perhaps not surprising that 62 Lions were awarded for this category.
Jury President Malcolm Poynton awarded T Brand Studio’s The New York Times VR experience because it “brought to life the stories of children in desperate environments,” according to Poynton.
Eight Gold Lions were awarded or work like R/GA’s Straight Outta Compton (below) for Beats By Dre and INGO Stockolm’s The Swedish Number for the Swedish Tourist Association.
Media:
Nick Emery – president of the Media Lions category – revelaed that the jury was looking to award groundbreaking work that used the best platform to get its message across.
Grand Prix winner Burger King’s McWhopper campaign was such a hit because “it did so much more [than pushing the boundaries]… it was capable of transforming the industry,” says Emery. “It has the power to lead the way.”
Cyber:
The Grand Prix Lion for this category was awarded to Leo Burnett Madrid for its Justino campaign which championed the spirit of Christmas. With over 2,800 pieces of work submitted into this section, the spot and its activation truly created a “little piece of magic” and won the hearts of the jurors according to the jury president Chloe Gottlieb.
Part of the campaign’s success was in the story’s multi-dimensional platforms which grew the more people interacted with it and adapted its storytelling capabilities depending on where it was being seen.
