High Ideas for Cannes

Not solely do these items of labor use expertise in an attention-grabbing means, however they reveal the crossroad of creativity, expertise and humanity. One of the best concepts nowadays, I feel, come from this holy trinity and the under are all inspiring examples of that. I hope you’re simply as impressed as I’m by this work that makes you have a look at issues by means of a unique lens.

Samsung, ‘iTest’, DDB Tribal Aotearoa Auckland

iPhone customers are petrified of switching to Android as a result of they don’t know the way it works, so DDB created the last word hack to provide folks slightly take a look at and make it simple for them to make the swap. The software could be very life like, simple to make use of, and in the end, obtained over 10 million downloads and transformed iPhone customers into Samsung customers. However not solely was it efficient, however the simplicity of it was additionally inspiring. It’s an answer that feels prefer it’s been staring us within the face all alongside. How did they see this when nobody else did? No marvel it gained a Black Pencil and it’s for that motive I feel it’s tipped (no pun meant) to win huge at Cannes.

VICE ‘The Unflitered Historical past Tour’, Dentsu Webchutney

The ‘Unfiltered Historical past Tour’ powerfully narrates the story behind the British Museum’s most disputed artefacts – these which were ‘robbed’ from folks all all over the world and introduced again to England – by means of immersive Instagram filters. It’s an incredible thought, utilizing expertise to uncover the reality that must be corrected and set the document straight about colonies who’ve roamed the earth for treasures.

Google ‘Seen on Pixel’, Anomaly

https://www.youtube.com/watch?v=XhUgcYw9cj4

Smartphone cameras have traditionally did not precisely seize photographs of individuals of shade, not choosing up on the nuances of Black pores and skin and as a substitute making folks look washed out or unnaturally vibrant or darkish. Google’s Tremendous Bowl spot highlighted how its new Google Pixel 6 cellphone helps folks of all pores and skin tones take photographs that assist them really feel seen by means of their Actual Tone characteristic. It’s a fellow shortlist within the Innovation Lions (together with our very personal ‘Talking in Shade’ marketing campaign), and an incredible instance of utilizing tech that’s elementary to the product make the world a bit extra equal. It’s tremendous highly effective.

Sherwin-Williams Coil Coatings, ‘Talking in Shade’, Wunderman Thompson Minneapolis

Name me bias, however I feel this is without doubt one of the greatest examples of our holy trinity of creativity, expertise, and humanity. Essentially the most human means of connecting with somebody is thru speech, so what higher method to discover the colour of your desires than by describing a reminiscence, place, or feeling. Easy, but efficient, and we’re crossing our fingers for a coveted Innovation Lion two years working!