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The Cannes Lions International Festival of Creativity is held every year to share creative works from around the world and to award outstanding ideas. Let's take a look at a case of the winners of 2017 which combine creativity and new technology.

In Cannes, a famous vacation spot in France, the annual Cannes Lions International Festival of Creativity is held to share creative works from advertising, publicity, marketing, and design. Let's take a look at a case of the winners of 2017 which combine creativity and new technology. 

 Nr.1: Twitter - What's Happening

Twitter was the first to use the #(hashtag), and they created a series of billboards featuring no copy, just hashtags and Twitter logos alongside images from news and pop culture.

Global hot topics like the legalization of cannabis, homosexuality, global warming and firearms regulation were featured. Twitter CMO Leslie Berland earlier this year described their approach this way: "Twitter is where you go to see what's happening everywhere in the world right now."

It's notable that Twitter, which makes its living by selling digital ad formats like promoted tweets, won with an in-house effort using an old-school ad tactic of billboard advertising.

Outdoor Grand Prix – Hashtag Billboards (campaign)

Nr.2: Burger King - Google Home Hijacking

The traditional burger company created a campaign using cutting-edge IT service supplied by Google.

David Miami’s “Google Home for the Whopper” stunt for Burger King nabbed the Grand Prix in Direct. The campaign debuted in April with 15-second spots that featured the phrase, “OK, Google, what is the Whopper burger?” Any Google Home device within earshot, upon hearing the prompt, told listeners about the fast-food chain’s burger. The work hit a snag when Google Homes cited the Whopper’s Wikipedia entry, which people quickly edited in disturbing ways—but that likely helped propel the work to become a viral hit.

Direct Grand Prix – Google Home of the Whopper

Nr.3: SSGA – Fearless Girl

The Wall Street statue, created by agency McCann New York for State Street Global Advisors as a way to encourage more companies to put women in leadership, not only won the final Grand Prix in Cannes but became one of the most highly honored campaigns in the history of the Cannes Lion International Festival of Creativity.

The campaign was lauded by PR Lions jury president Karen van Bergen for addressing the lack of female leaders in business, "which leads to sub-optimal business performance", and for driving brand awareness and sales uplift for State Street Gender Diversity Index Fund, which invests in companies with higher levels of gender diversity in senior leadership.



"It was incredibly courageous," noted van Bergen, "and created incredible impact for State Street."

In particular, van Bergen pointed out that the Grand Prix winner met the exacting criteria of the this year's jury, beginning with data-driven audience insight, deploying creative strategy and flawless execution, and returning measurable business results.

Glass Grand Prix – Fearless Girl

Outdoor Grand Prix – Fearless Girl

PR Grand Prix – Fearless Girl

Titanium Grand Prix – Fearless Girl

(4 Grand Prix)