Tech Giant Google won the Cannes Lions Grand Prix in the Mobile Category Monday for its virtual reality product introduced last year called Cardboard. The company also won the prize back in 2012.
Mobile Jury President Joanna Monteiro, VP and Creative Director FCB Brazil, said the jury was looking for contenders that “experiment with things” in the mobile space. She said that Google’s virtual reality product was “game changer” that will enable “many brands to engage with consumers at a higher level” in the mobile sector.
Cannes Lions were also awarded in Promotion/Activation, Press and Direct Categories Monday night.
Taking the Grand Prix in the Promotion/Activation category was a campaign from Grey London and Caviar London for a Volvo product called “Life Paint,” a spray product that is invisible in daylight but glows brightly at night when exposed to automobile headlights. It can be sprayed on bikes, clothing, shoes, or even dog leashes. The product was designed to reduce the number of accidents between cars and bikers and pedestrians. The campaign’s tagline: “The best way to survive a crash is not to crash.”
Matt Eastwood, Worldwide Chief Creative Officer, JWT and president of this year’s Promotion/Activation Jury, said he and his team were looking for “work that lifted society to a higher level.”
Miami-based The Community (formerly known as La Comunidad and now part of SapientNitro) won the Press Grand Prix for its “Never Stop Riding" campaign on behalf of The Public Bike System of Buenos Aires. The campaign also won two Gold Press Lions. Press Jury President Pablo del Campo, Worldwide Creative Director Saatchi & Saatchi said the jury was looking for “a brave idea,” as well as “beautifully executed and crafted work.”
Winning the Grand Prix in the Direct Category were Grey New York, Click3X and Interception for Volvo. Jury president Judy John, CEO and Chief Creative Officer, Leo Burnett Canada, said the jury was looking for work that “pushed the definition of the category” and “something that represented a modern interpretation of what Direct is and what Direct is capable of.”
More on Monday night’s Cannes Lions contenders can be found here.