Droga5 New York, Network BBDO Johannesburg and Cheil Worldwide have won the top honours at Cannes Lions 2011. Droga5 New York won the top prize in Outdoor category for their work with Bing for promoting Jay-Z’s book Decoded; Network BBDO Johannesburg won it in the Radio category for their work ‘Accident Avoidance features’ for Mercedes-Benz, and Cheil Worldwide took the top honors in the Media category for work created for Homeplus.
‘Decoded’ (Droga5 New York)
The ‘decoded’ campaign for Microsoft Bing showcased the search engine's capabilities by seeding pages of Jay-Z's autobiography in different locations around the world.
‘Accident Avoidance features’ (Network BBDO Johannesburg)
The narrators of the three spots are drivers who've been in car accidents, and now find themselves being pursued by the weird and lonely people they ran into due to these accidents. The message being: You want to avoid accidents partly because you want to avoid potential stalkers.
‘Homeplus Subway Virtual Store’ (Cheil Worldwide)
Instead of trying to persuade consumers to visit the store, Cheil created the ‘Homeplus Subway Virtual Store’ campaign, where the idea was to bring the store to people. It recreated lifelike images of store aisles in subway stations that were interactive and allowed people to shop from the store simply by taking pictures of the products with their mobile phones. Their orders were later delivered to their homes.