Matthew Miller
Jun 23, 2016

Cannes 2016: Innovation and Creative Data winners

An emergency radio network with Toyotas as transceivers and a somewhat disturbing but effective use of biometric data highlight the region's wins.

'Landcruiser Emergency Network'
'Landcruiser Emergency Network'

CANNES - Saatchi & Saatchi Sydney won the region's sole Innovation Lion, and McCann Melbourne won one of each flavour of metal available in the Creative Data category.

Innovation Lions

Saatchi & Saatchi's win came for the 'Landcruiser Emergency Network' on behalf of Toyota, with 8Com and Heckler listed as production companies. The work involved turning the vehicles into nodes in an emergency radio network in the remote areas of Australia.

The jury gave out nine awards overall, including a Grand Prix to Google for its 'Deepmind' project.

More Cannes 2016 coverage

Creative Data

McCann Melbourne's 'Emotional Trailer' for the Melbourne International Film Festival (which we detailed in an interview Wednesday) won a Gold, a Silver and a Bronze. The campaign used biometric data and stimulation of facial muscles to create a series of compelling if somewhat freaky trailers for films showing at the festival. 

A Grand Prix in the category went to 'The Next Rembrandt', for ING by J. Walter Thompson Amsterdam (its second Grand Prix).

Here are all of the APAC Creative Data winners.

Note: In the table below, duplicate entries indicate awards in separate sub-categories. We have chosen not to list the category numbers for brevity's sake. 

Title Client Product Entrant Company Country Production Company Prize
GOLD
THE EMOTIONAL TRAILER MELBOURNE INTERNATIONAL FILM FESTIVAL THE MELBOURNE INTERNATIONAL FILM FESTIVAL McCANN MELBOURNE  AUSTRALIA AIRBAG PRODUCTIONS Melbourne Gold Lion
SILVER
OPEN ROAD PROJECT TOYOTA TOYOTA I-ROAD DENTSU INC Tokyo JAPAN   Silver  Lion
THE EMOTIONAL TRAILER MELBOURNE INTERNATIONAL FILM FESTIVAL THE MELBOURNE INTERNATIONAL FILM FESTIVAL McCANN MELBOURNE  AUSTRALIA AIRBAG PRODUCTIONS Melbourne Silver  Lion
BRAINBAND SAMSUNG AUSTRALIA SAMSUNG BRAINBAND LEO BURNETT SYDNEY  AUSTRALIA THE POOL COLLECTIVE Sydney / WE LOVE JAM Sydney Silver  Lion
BRONZE
THE EMOTIONAL TRAILER MELBOURNE INTERNATIONAL FILM FESTIVAL THE MELBOURNE INTERNATIONAL FILM FESTIVAL McCANN MELBOURNE  AUSTRALIA AIRBAG PRODUCTIONS Melbourne Bronze Lion
OPEN ROAD PROJECT TOYOTA TOYOTA I-ROAD DENTSU INC Tokyo JAPAN   Bronze Lion
LIVING MEMORIES BRAKE NZ ROAD SAFETY Y&R NZ Auckland NEW ZEALAND TVNZ Auckland Bronze Lion
OPEN ROAD PROJECT TOYOTA TOYOTA I-ROAD DENTSU INC Tokyo JAPAN   Bronze Lion

Landcruiser Emergency Network:

The Emotional Trailer:

Source:
Campaign Asia

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