Saatchi & Saatchi and M&C Saatchi have both walked away from Cannes 2015 with an Innovation Lion for Penny the Pirate and Clever Buoy respectively. Only eight were awarded.
In the Innovation category, shortlisted finalists come to Cannes and present the idea to the jury which gives an opportunity to explain the innovation in more detail and for the juries to ask questions.
Nick Law, ECD of RG/A and president of the Innovation jury said: “Cannes has traditionally been a place for storytellers and narrative thinkers. The industry, and by that I mean Maddison Avenue, has had a hard time recognising that people that came out of digital are creative. It’s about looking at how things relate to each other and connections, as opposed to how moments unfold. We have to recognise that systematic thinking is creative.”
The Grand Prix went to UK startup What3Words for its geographic addressing tool that has attributed a three word identifying address to ever 3-metre square are of the world making it possible for people living in developing countries that don’t have an established addressing system to be connected. For example, the three word map code for the press office at the Cannes Lions Festical is oxtails.boringly.avocados. Make of that what you will, however the application of the mapping toll empowers communities that otherwise have no address.
For example, it means that people living in the Favelas of Latin America can get medical information delivered from hospitals, or participate in online shopping. It also has an open API for businesses to tap into.
Ben Cooper, M&C Saatchi Sydney head of innovation was also on the jury. He said: “Having pure innovation in things like What3Words and on the other side those innovations that incorporate brands [shows] we're in a really good time when purpose is allowing us to elevate creativity that can help improve lives but also solve problems.”
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