Saatchi & Saatchi has picked up a coveted Innovation Lion, while Australia also picks up metal in Cyber and Creative Data.
In Innovation, trophies aren’t ranked by bronze, silver and gold, with all work assumed to be of a high enough standard in order to receive a trophy. Saatchi & Saatchi won its Innovation Lion for its 'Landcrusier Emergency Network' campaign for Toyota.
A Grand Prix is awarded in the Innovation category, with it going to Google London’s 'AlphaGo', which saw a machine taught to play the game Go.
Jury president and director of applied technology at Australian production house Finch, Emad Tahtouh, says the huge spectrum of work in the category was a challenge for the jury.
“The diversity across the category made it extremely difficult to evaluate every piece of work,” Tahtouh says.
“The thing about innovation is that everyone has a slightly different definition. For me, innovation isn’t necessarily about high tech or invention. It’s not about making something that has never been seen before.
“Innovation is about improvement. It’s about making things better, taking something that potentially already exists in one form or another and refining it and trying again. What we were looking for were those attempts which were absolute standouts.”
In the Creative Data Lions, McCann Melbourne was Australia’s only winner, picking up a Gold Lion, a Silver Lion and a Bronze Lion for 'The Emotional Trailer' for Melbourne International Film Festival.
The Gand Prix in the category went to 'The Next Rembrandt' by J Walter Thompson Amsterdam for ING.
Australia also won in Cyber, with GPY&R Melbourne collecting a Silver lion for 'You’re Accepted' for Minus 18.
This year marks the second year of the Cyber category and the first that a Grand Prix has been awarded. The jury gave two Grand Prix awards this year, to Leo Burnett Madrid for 'Justino' and to 'The Next Rembrandt' by J Walter Thompson Amsterdam for ING.
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