Some of the most creative winning campaigns at this year's Cannes Lions had their greatest ingenuity behind the scenes leveraging invisible data that rendered powerful brand experiences that made their consumer's lives better because of it.
The category: Creative Data Lions.
Take this year's Grand Prix winner in the category, "Saylists," an app developed by Apple Music and Warner Music enabling kids with speech impediments to overcome their adversities by training themselves to speak properly via song lyrics proven to help.
Not only was the application effective, but it was a fun way for kids to learn to speak properly, illustrating the power of data to transform human and brand experiences.
Another good example was the gold winner in the category: VMLY&R's "Laugh Tracker" campaign for the Tennessee Department of Tourist Development, which built a gizmo kids could wear in order to detect when and how heartily they laughed while visiting the state's tourist attractions.
The data compiled by the device was utilized by the attractions to fine-tune their offerings to children, and their families.