|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: Safety spokes
Agency: Ogilvy & Mather Japan
Client: Uber Eats
Federico Fanti, ECD, BBDO Guerrero:
This campaign is just brilliant, the agency created a very innovative way to educate drivers in Japan: By equipping UberEATS bikes with a Gyrokinetic LED system, each wheel was transformed into a digital screen that comes to life once the bicycle is in movement. The brand advocacy is perfectly showed with an artistic and compelling tool, without being too preachy.