Panasonic’s most recent “Life is Electric” campaign, focusing on battery charge, won the Design Grand Prix at Cannes Lions International Festival of Creativity. As an electronics manufacturer, Panasonic wanted to reach out and encourage consumers to think about the real value of electricity. 21 eneloop batteries were charged with energy created in daily life, before being released in custom-designed illustrated packages illustrating everything from the action of a hamster on an exercise wheel and the routines of cheerleaders to the sunlight required to help a cat sleep comfortably. The Panasonic Life is Electric television commercial (see below) pointed viewers to the dedicated site, dedicated website where they could watch short film clips for each of the 21 methods. Customers were invited to buy the packaged batteries online at Amazon.com Japan. Exhibitions provided an opportunity for a close-up look at the process of making batteries.
Netflix campaign “FU 2016” (Frank Underwood 2016), a promotion for the fourth season of House of Cards, won the Integrated Grand Prix at 2016 Cannes Lions International Festival of Creativity. Launched in December 2016 to coincide with the Republican presidential candidate debate, the campaign presented Frank (Kevin Spacey) as the best contender for the job of President of the USA. “It’s a new day in America. Today, more people will go to work, return home to their families and sleep more soundly than ever before all because one man refuses to settle, putting people before politics. That man is Frank Underwood.” A web site, fu2016.com, invites visitors to join Frank’s campaign and support issues such as dishonesty, inequality and entitlement. On the site, voters could view Frank’s platform, discover Easter eggs teasing at the fate of the First Lady, and use a digital tool to say “FU” to any issue facing America today on social media. The FU 2016 campaign continued into 2016 with the launch of a campaign headquarters in Greenville, South Carolina, and political campaign merchandise.
Google Project Jacquard has won the Product Design Grand Prix at Cannes Lions International Festival of Creativity. The project, launched in May 2015, features wearable fabric that is woven with conductive yarn or thread. Technology is thus woven into fabric, transforming everyday objects, like clothes, into interactive surfaces. Project Jacquard allows designers and developers to build connected, touch-sensitive textiles into their own products. Levi’s worked with Google to launch the first commercial product, an interactive denim jacket. The “Jacquard” name comes from the Jacquard loom, invented by Joseph Marie Jacquard at the beginning of the 19th century, simplifying the process of manufacturing textiles with such complex patterns as brocade, damask and matelasse. The new technology was launched at Google’s annual conference I/O, with an installation to demo the fabric, a website, www.projectjacquard.com, to show the progression of the technology, and a film to show the story and idea behind it.
The Organic Effect, a campaign for Swedish supermarket chain Coop, won the PR Grand Prix at Cannes Lions Festival of Creativity. The Coop Organic Effect experiment focused on the Palmbergs, a family of five, hoping to reveal the impact of switching to organic food. A video covering the experiment has had over 5.5 millions views since its release in May 2015. The campaign site, coop.se/ekoeffekten (Swedish) and coop.se/organiceffect (English), includes a full report on the experiment conducted by Swedish Environmental Research Institute IVL.
The New York Times Virtual Reality project has won two grand prix awards at Cannes Lions International Festival of Creativity, the Mobile Grand Prix for the NYT VR app, and the Entertainment Grand Prix for “The Displaced”. In November 2015, the New York Times distributed 1 million Google Cardboard viewers to home-delivery subscribers, along with the paper, the biggest ever project for Cardboard. The VR app was downloaded more times in its first few days than any previous New York Times app, exposing viewers to “The Displaced,” a VR story about how war has displaced 30 millions children from their homes. “The Displaced” also won the “The Most Next Award,” the top honor at the Association of Independent Commercial Producers’ annual AICP Next Awards.