CANNES — DigitasLBi from the US won the Creative Data Lions Grand Prix for ‘Care Counts’ for Whirlpool, while Akestam Holst and Great Works from Stockholm took home the Innovation Lions top prize for ‘The Humanium Metal Initiative’ for IM Swedish Development Partner.
Creative Data Lions
DigitasLBi’s ‘Care Counts’ campaign aimed to raise attendance rates in schools by addressing a simple problem – lack of clean clothes. DigitasLBi and Whirlpool installed washers and dryings in schools and made use of special data collection boxes to attribute each wash to a specific student. According to the results, attendance, classroom participation, and extracurricular activity participation rates all rose in the first year of the campaign.
According to Eric Salama, Kanta Chief Executive Officer and Cannes Data Lions Jury President, the entries for the Creative Data Lions spanned from data-driven work to high-tech to low-tech. “We are not lot looking for data for its own sake or for technology. We are looking for an idea at the heart – a combination of idea and data,” he said.
As for the selection of the ‘Care Counts’ campaign to win Grand Prix, Salama said, “a special hypothesis that none of us thought about the clothes you wear affects your attendance at school. Putting washing machines in school -it is a low tech and imaginative idea.”
The Creative Data Lions had five Gold Lions, 11 Silver Lions, and 21 Bronze Lions. See the full list of winners below.
2017 Cannes Lions Creative Data Winners by adobo magazine on Scribd
Innovation Lions
‘The Humanium Metal Initiative’ sprang from the problem of armed violence. Accustom Holst, Greatworks and IM Swedish Development Partner recycled ‘Humanium Metal’ from weapons destruction programs to be made available for commercial products, the proceeds of which help support victims and conflict-torn groups.
Humanium Metal Initiative: Hans Blix from Humanium on Vimeo.
Susan Lyne, President and Managing Partner of BBG Ventures and Innovation Lions Jury President related that the judges looked for unique innovations and campaigns with lasting value. Innovation solves problems, provides new opportunities for creatives, and solutions for consumers.
According to Lyne, ‘The Humanium Metal Initiative’ campaign “showed innovation at every stage from concept, procurement, business model, and partnerships”.
The Innovation Lions further produced two Gold Lions, four Silver Lions, and five Bronze Lions. The full list of winners are provided below.
2017 Cannes Lions Innovation Winners by adobo magazine on Scribd
