TREND ALERT: Gaming is on fire.
I now have my theory confirmed by every Jury President. Gaming is on fire. In fact, gamers represent a huge global community, as they play to meet others around the world – not just to play. It represents a powerful platform that brands are now tapping into. For example. we have Wendy’s gamifying their gal in RPG’s Feast of Legends.
Burger King’s sponsoring of the lowly Stevenage team, transformed them into online heroes while also vaulting BK into the fray at the same time.
This year Xbox met travel guides and they created a brilliant baby: Gaming Tourism. A brilliant travel guide to gaming worlds.
With The Uncensored Library for Reporter Without Borders, Minecraft became a loophole to bypass press censorship. In a space where young people can be educated, it provided them with a powerful tool to fight oppression: truth.
Data ethics is a hot topic. Juries awarded ideas that used data ethically. However, ethics are defined very differently country-by-country.
Canal+ met the criteria across the board with entry Winning Delays. Whoever said the joy is in the journey apparently hasn’t experienced flight delays. Well now, thanks to Canal+, waiting is worth it. Using flight data informed by your flight number they paired up entertainment timed to fit your delay. It seemed to walk a comfortable razor’s edge of privacy.
Innovative Media Shout-outs:
Dogvertising rings the bell, and it was likely Pavlov’s, because we are now conditioned to expect great ideas from Pedigree. They did not disappoint. The Dentastix outdoor campaign delivered customized messaging to dogs walking by, tailored to breed and size.
An outdoor board as clean as the car. This clever billboard for a new VW was created with paint that removes traffic pollution from the air. Great innovated use of outdoor.
Changemaker Madonna Badger of Badger Winters is the reason awards juries, including at Cannes Lions, are now 50% women. She has changed the work that is awarded. “When you understand the harm that objectifying women in advertising does to young girls, you stop doing it, “ offered Badger. She is world famous for the igniting the unforgettable #WomenNotObjects movement.
Buzzwords du Jour:
Gaming. Gaming. Did I mention GAMING?