Rose Herceg, country president, WPP, Australia & New Zealand is this year’s jury president for the Cannes Creative Data Lions. Herceg, along with most of the other Australian and NZ jurors, writes exclusively for CB.
Day 4 marked the press conference to announce winners in our Creative Data category.
We awarded 3 Golds and a Grand Prix.
GOLD to TURF FINDER. The film utilised historical maps data to pinpoint suitable locations like vacant parking lots or empty streets and transformed them into accessible playing areas across the cities of India. And it was Gatorade finding them the place.
GOLD to MAGNETIC STORIES. Magnetic Stories using Siemens technology centred on creating a library of children’s audiobooks that made the loud, chaotic noises produced by MRI machines a more tolerable experience for kids. How amazing to pair writers with noises that can terrify kids (and big kids, too).
Our final GOLD is awarded to ABSURB PROMISES. ASDRA (The Downs Syndrome Association of Argentina) analysed Presidental candidates’ proposals to measure their complexity during the live Presidential debate in Argentina. In real time, the promises were tweeted with a complexity scale tagging the politicians. Alongside this? A much simpler proposal to implement: the new disability law. Which became law. A stunning piece of work.
Our Grand Prix winner Room for Everyone is the best argument for creativity.
Room for Everyone is a campaign from Mastercard that shows how Ukrainian and local Polish businesses could help each other thrive. The campaign promoted “Where to Start,” a data-driven tool that matched Polish and Ukrainian businesses based on a complementary data model. The new tool provided users with information about complementary businesses, those that prosper better when operating near each other. The insights helped to create a business ecosystem among Ukrainian and Polish entrepreneurs.
This work delivered socially, economically, geographically, and culturally. It stopped xenophobia in its tracks. It helped create a booming small business economy. It reminded us that there is more that unites us than divides us. It took data and used it with such incredible finesse. It achieved all of this in one campaign. This work is exactly what we were looking for in the Creative Data category.
(Image credit: Getty Images)
