Cannes, Lions.- La categoría de Creative Data, que tiene como objetivo demostrar datos impulsado por el uso creativo , la interpretación, análisis o la aplicación de los datos para la ejecución de una campaña. El uso creativo de los datos debe estar en el núcleo de la idea , lo que permite a las marcas contar mejores historias.
En el primer año de esta categoría se registraron 619 piezas procedentes de 49 países.
A continuación el shortlist de Creative Data.
| Title | Client | Product | Entrant Company | Country | Agency | Production Company |
|---|---|---|---|---|---|---|
| A01 (Creative Data Enhancement) | ||||||
| 9/11 MEMORIAL MUSEUM | NATIONAL SEPTEMBER 11TH MEMORIAL AND MUSEUM | PERMANENT INTERACTIVE EXHIBITION DESIGN, DEVELOPMENT, AND IMPLEMENTATION | LOCAL PROJECTS New York | USA | LOCAL PROJECTS New York | |
| TWIN SOULS | CHARITABLE FOUNDATION “CHANGE ONE LIFE” | ADOPTION AWARENESS | Y&R Moscow | RUSSIA | Y&R Moscow | |
| RUN THAT TOWN | AUSTRALIAN BUREAU OF STATISTICS | CENSUS | LEO BURNETT SYDNEY | AUSTRALIA | LEO BURNETT SYDNEY | |
| SPOTLIGHT | AUSTRALIAN BUREAU OF STATISTICS | CENSUS | LEO BURNETT SYDNEY | AUSTRALIA | LEO BURNETT SYDNEY | |
| PROJECT ARCHITEUTHIS | U.S. NAVY | RECRUITMENT | LOWE CAMPBELL EWALD Detroit, MI | USA | PUZZABILITY New York | |
| VODAFONE BETWEEN US | VODAFONE | VODAFONE “BETWEEN US” | Y&R TEAM RED ISTANBUL | TURKEY | Y&R TEAM RED ISTANBUL | RANDOM WORKS Istanbul |
| HIDDEN SUGAR RECEIPT | COLGATE PALMOLIVE | SUGAR ACID NEUTRALIZER TOOTHPASTE | RED FUSE COMMUNICATIONS Hong Kong | HONG KONG | RED FUSE COMMUNICATIONS Hong Kong / Y&R Hong Kong | |
| A02 (Data Driven Insight) | ||||||
| NETFLIX DATA | NETFLIX | SVOD | OGILVY PARIS | FRANCE | OGILVY PARIS | LES TÉLÉCRÉATEURS Paris |
| IT’S NOT CHEATING WHEN IT’S YOUR DREAM TEAM | THE SUN | INTEGRATED CAMPAIGN | WUNDERMAN London | UNITED KINGDOM | WUNDERMAN London | |
| UNLOAD YOUR 401K | STATES UNITED TO PREVENT GUN VIOLENCE | ANTI-GUN VIOLENCE | GREY NEW YORK | USA | GREY NEW YORK | SUGAR CONTENT New York |
| A03 (Creative Business Data Strategy) | ||||||
| LA DODGERS DIGITAL TRADING ROOM | LA DODGERS | ONE-OF-A-KIND DIGITAL HUB FOR BASEBALL TEAM TRADING | R/GA New York | USA | R/GA New York | |
| NETFLIX DATA | NETFLIX | SVOD | OGILVY PARIS | FRANCE | OGILVY PARIS | LES TÉLÉCRÉATEURS Paris |
| SOS SMS | MEXICAN RED CROSS | ONLINE EMERGENCY SERVICE | GREY MÈXICO Mexico City | MEXICO | GREY MÈXICO Mexico City | METRO PRODUCCIONES Mexico City |
| A04 (Data Storytelling) | ||||||
| REVIVING LEGENDS | JAPAN SPORT COUNCIL | NATIONAL STADIUM | DENTSU INC. Tokyo | JAPAN | DENTSU INC. Tokyo / DENTSU TEC INC. Tokyo / RHIZOMATIKS Tokyo | |
| YOUR YEAR. DIRECTED BY NIKE+. | NIKE | NIKE+ APP | AKQA London | UNITED KINGDOM | AKQA Portland | BLACK STUDIOS Stockholm |
| EVERY MAN REMEMBERED | ROYAL BRITISH LEGION | ROYAL BRITISH LEGION | RKCR/Y&R London | UNITED KINGDOM | RKCR/Y&R London | |
| HOTEL CUP | TRIPADVISOR | TRIPADVISOR | JOHANNES LEONARDO New York | USA | JOHANNES LEONARDO New York | |
| RUN THAT TOWN | AUSTRALIAN BUREAU OF STATISTICS | CENSUS | LEO BURNETT SYDNEY | AUSTRALIA | LEO BURNETT SYDNEY | |
| GOOGLE YEAR IN SEARCH 2014 | GOOGLE SEARCH | R/GA LONDON London | UNITED KINGDOM | R/GA LONDON London | ACROSS THE POND London | |
| PROJECT ARCHITEUTHIS | U.S. NAVY | RECRUITMENT | LOWE CAMPBELL EWALD Detroit, MI | USA | PUZZABILITY New York | |
| BEYOND SCOTT | INTEL | ULTRABOOK | MRM METEORITE London | UNITED KINGDOM | MRM METEORITE London | |
| SPOTIFY YEAR IN MUSIC | SPOTIFY | SPOTIFY | RAZORFISH New York | USA | RAZORFISH New York | |
| WORLD OF BELONGING | AIRBNB | AIRBNB | TOOL Santa Monica | USA | AIRBNB San Francisco | TOOL Santa Monica |
| A05 (Creative Data Visualisation) | ||||||
| REVIVING LEGENDS | JAPAN SPORT COUNCIL | NATIONAL STADIUM | DENTSU INC. Tokyo | JAPAN | DENTSU INC. Tokyo / DENTSU TEC INC. Tokyo / RHIZOMATIKS Tokyo | |
| YOUR YEAR. DIRECTED BY NIKE+. | NIKE | NIKE+ APP | AKQA London | UNITED KINGDOM | AKQA Portland | BLACK STUDIOS Stockholm |
| RAISE THE PRIDE | TORONTO PFLAG | LGBTQ SUPPORT, EDUCATION, AND ADVOCACY | J. WALTER THOMPSON CANADA Toronto | CANADA | J. WALTER THOMPSON CANADA Toronto / SHANTY TOWN Toronto | |
| LUCOZADE SPORT CONDITIONS ZONE | LUCOZADE RIBENA SUNTRORY | LUCOZADE SPORT | GREY LONDON | UNITED KINGDOM | GREY LONDON | |
| A06 (Data Technology Enhanced Creative (including models/tools/platforms)) | ||||||
| REVIVING LEGENDS | JAPAN SPORT COUNCIL | NATIONAL STADIUM | DENTSU INC. Tokyo | JAPAN | DENTSU INC. Tokyo / DENTSU TEC INC. Tokyo / RHIZOMATIKS Tokyo | |
| CROSSWORD TARGETING | MERCEDES-BENZ JAPAN | MERCEDES-BENZ BRAND CAMPAIGN 2015 | HAKUHODO Tokyo | JAPAN | HAKUHODO Tokyo | HAKUHODO PRODUCT’S Tokyo |
| TWIN SOULS | CHARITABLE FOUNDATION “CHANGE ONE LIFE” | ADOPTION AWARENESS | Y&R Moscow | RUSSIA | Y&R Moscow | |
| ALTITUDE DROP | SWEDISH MATCH | SMOKELESS TOBACCO | MING UTILITY AND ENTERTAINMENT GROUP New York | USA | MING UTILITY AND ENTERTAINMENT GROUP New York / YOUR MAJESTY New York | JUMP New York |
| VODAFONE BETWEEN US | VODAFONE | VODAFONE “BETWEEN US” | Y&R TEAM RED ISTANBUL | TURKEY | Y&R TEAM RED ISTANBUL | RANDOM WORKS Istanbul |
| MEETING MURILO | KIMBERLY CLARK | HUGGIES | MOOD\TBWA São Paulo | BRAZIL | MOOD\TBWA São Paulo / THE GOODFELLAS São Paulo | LA CASA DE LA MADRE São Paulo |
| A07 (Use of Real-time Data) | ||||||
| EA SPORTS MADDEN GIFERATOR: AN ART, COPY & CODE PROJECT WITH GOOGLE | EA SPORTS | MADDEN GIFERATOR | GROW Norfolk | USA | GROW Norfolk | |
| THE ECONOMIST: SMART DATA IN REAL-TIME | THE ECONOMIST | PROSPECT DRIVE | UM London | UNITED KINGDOM | PROXIMITY LONDON | |
| PHYSICAL COOKIE – REAL-TIME MARKETING AT BRICK’N MORTAR | SPONDA | CITYCENTER | TBWA\HELSINKI | FINLAND | TBWA\HELSINKI | |
| SKY TIP | SKY | PAY TV | ISOBAR BRAZIL Sao Paulo | BRAZIL | ISOBAR BRAZIL Sao Paulo | |
| THE PURSUIT BY EQUINOX | EQUINOX | EQUINOX | R/GA New York | USA | R/GA New York | |
| THE LES PAUL SKILL CHECK | GIBSON GUITAR GMBH | EPIPHONE LES PAUL BJOERN GELOTTE SIGNATURE EDITION | SERVICEPLAN Munich | GERMANY | SERVICEPLAN Munich | SKFILM Munich |
| MELANOMA LIKES ME | MELANOMA PATIENTS AUSTRALIA | MELANOMA PREVENTION | GPY&R Brisbane | AUSTRALIA | GPY&R Brisbane | |
| VODAFONE BETWEEN US | VODAFONE | VODAFONE “BETWEEN US” | Y&R TEAM RED ISTANBUL | TURKEY | Y&R TEAM RED ISTANBUL | RANDOM WORKS Istanbul |
| CHICAGO MARATHON MOVING WORDS | LIBERTY MUTUAL INSURANCE | AUTO INSURANCE | HAVAS WORLDWIDE NEW YORK | USA | HAVAS WORLDWIDE NEW YORK | |
| A08 (Social Data) | ||||||
| #SENDBADLUCK | ALLSTATE | ALLSTATE INSURANCE | LAPIZ Chicago | USA | LAPIZ Chicago / LEO BURNETT INTERACTIVE Chicago | |
| THROWN BACK THURSDAYS | EXPEDIA | ONLINE TRAVEL | 180LA Santa Monica | USA | 180LA Santa Monica | |
| MELANOMA LIKES ME | MELANOMA PATIENTS AUSTRALIA | MELANOMA PREVENTION | GPY&R Brisbane | AUSTRALIA | GPY&R Brisbane | |
| CHICAGO MARATHON MOVING WORDS | LIBERTY MUTUAL INSURANCE | AUTO INSURANCE | HAVAS WORLDWIDE NEW YORK | USA | HAVAS WORLDWIDE NEW YORK | |
| A09 (Creative Data Collection & Research) | ||||||
| NETFLIX DATA | NETFLIX | SVOD | OGILVY PARIS | FRANCE | OGILVY PARIS | LES TÉLÉCRÉATEURS Paris |
| McDONALD’S GERMANY – ECRM EVOLUTION | MCDONALD’S GERMANY | QUICK SERVICE RESTAURANT | TRACK Hamburg | GERMANY | TRACK Hamburg | |
| A10 (Innovative Use of Data) | ||||||
| REVIVING LEGENDS | JAPAN SPORT COUNCIL | NATIONAL STADIUM | DENTSU INC. Tokyo | JAPAN | DENTSU INC. Tokyo / DENTSU TEC INC. Tokyo / RHIZOMATIKS Tokyo | |
| PROJECT ARCHITEUTHIS | U.S. NAVY | RECRUITMENT | LOWE CAMPBELL EWALD Detroit, MI | USA | PUZZABILITY New York | |
| ANTONYMOUS – THE DIGITAL SMOKE BOMB | PIRATENPARTEI DEUTSCHLAND | ANTONYMOUS – THE DIGITAL SMOKE BOMB | SERVICEPLAN Munich | GERMANY | SERVICEPLAN Munich | |
| VODAFONE BETWEEN US | VODAFONE | VODAFONE “BETWEEN US” | Y&R TEAM RED ISTANBUL | TURKEY | Y&R TEAM RED ISTANBUL | RANDOM WORKS Istanbul |
| THE GAME REPORT | BYTRO LABS GMBH | BYTRO LABS GAME DEVELOPING STARTUP | SERVICEPLAN Munich | GERMANY | SERVICEPLAN Munich | LUCKY7EVEN ENTERTAINMENT Munich |
| A11 (Strategic Data Integration) | ||||||
| ONE MINUTE VACATION | TENNESSEE DEPARTMENT OF TOURIST DEVELOPMENT | NON PROFIT ORGANIZATION | VML Kansas City | USA | VML Kansas City | |
| NETFLIX DATA | NETFLIX | SVOD | OGILVY PARIS | FRANCE | OGILVY PARIS | LES TÉLÉCRÉATEURS Paris |
