|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: Alexa Lifeline
Agency: VMLY&R Sydney
Client: Partnership Against Domestic Violence
Federico Fanti, ECD, BBDO Guerrero:
Technology is evolving so fast; it can be difficult to keep up. Still, making the effort pays off with new ways to reach, target, and entertain people. Collaborating directly with tech companies even provides access to data that elevates creative executions to surprising new heights. This tech-driven project using Alexa gives abused women a chance to text for help by simply turning on music. Once activated, a song plays and a secret custom text is sent to a designated friend. This gave women a discreet way to contact the outside world for help at a very crucial moment.