Staff Reporters
May 29, 2018

2018 Cannes contenders: 'OK Go: Obsession for Smoothness' by Six Inc.

Six Inc.'s extravaganza for Double A achieved the unthinkable by making paper exciting, and is a reminder of the value of physical craft.

2018 Cannes contenders: 'OK Go: Obsession for Smoothness' by Six Inc.
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: OK Go 'Obsession'
Agency: Six Inc.
Client: Double A 

Nominated by:

Farid Mokart, founder and chief creative officer of FF:

I pick this for the creativity it took to bring this music video to life with printed paper. An innovative approach to print simultaneously from 567 printers in the background while the music group played in the background. The paper mapping was done for real, all the paper used was recycled and the profits were donated to Greenpeace. It’s a fine craft idea. Modern and with meaning.

Federico Fanti, ECD, BBDO Guerrero:

OK Go transforms a wall of printers into a kaleidoscopic backdrop in the music video extraordinaires' new visual for "Obsession." Once again OK Go decided to challenge the audience with a new, unique, innovative and entertaining videoclip: a precise choreography and 567 printers to create the "world's first paper mapping" project.

Amy Naoko Morita, director of brand, Edelman Japan

A highly entertaining and attention-earning piece of content that adds tremendous value to the brand, a mere piece of paper. The smooth quality of paper is brought to life in a totally unexpected manner. I never imagined that a piece of paper could be transformed into something so cool and the fact that the paper used for the content production was all recycled demonstrates the brand’s purpose in this world—act, not talk.


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