|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: 'Hyper Court'
Agency: BBH Singapore
Simon Brock, CD, Digitas Sydney:
Meaningful work either empowers action of inspires reaction. I love this work because it does both. The transformation of public courts into shrines to sporting superheroes is enough to inspire even the most lapsed sports fan (i.e. me) to dream of superstardom. But what excites me most about this work is how it goes a step further and actually helps millions of aspiring Filipino basketballers up their game. Every one of these dope courts offers free wifi access to a smartphone-powered training system, delivering free access to some of the best training content available, plus unlockable rewards to inspire them to train harder. World class.
Erick Rosa, chief creative officer, Publicis One Japan
Everything in this idea deserves praise. From the illustrations and the craft behind them, to the integration between the mobile experience and the real on court interaction with the audience. One of those ideas that every single thing was carefully crafted to perfection.