As we return from another impressive year at the Cannes Festival of Creativity, with advertisers from around the world pushing the limits of innovation, creativity, and technology, we reflect on the best work that we saw in mobile.
These are our top picks from the mobile campaigns featured at this this year’s Cannes Festival of Creativity.
1. Faber-Castell: The Never Ending Forest App
This campaign was for Faber-Castell, a well-known colouring pencil brand. The aim was to raise awareness of deforestation and the effect it has on children, whilst promoting the Faber-Castell brand and their ‘EcoPencil’ range. The brand used augmented reality to bring the pencils to life, engaging children with animal characters based on the colour of the pencil. The AR component of this campaign was hosted within an app, which received more than 600K downloads and 4.5 million engagements. Watch the Case Study Video.
2. The Automobile Club of Romania: Mr. Bear Driver
The Automobile Club of Romania wanted to convince drivers to slow down and drive more safely, however years of safe driving campaigns had proven to fall on deaf ears. Instead of reaching out to the drivers themselves, a new app was created aimed at the driver’s children. The gaming app educating children on road rules and safe driving, while at the same time detecting whether it was being played in a car by connecting to GPS and Google Maps. From here the game would monitor the speed of the device, and should it exceed the speed limit by more than 10KM/h, children would be instructed to tell the person driving the car to slow down. If the car did not slow down, the child would begin to lose points on the game. Watch the Case Study Video.
3. Italia Longeva: Chat Yourself
Our favourite of the several chatbots featured this year, was for Italia Longeva, an aged care company working to help the lives of those with Alzheimer’s disease. By developing a chatbot, the brand allowed sufferers to ‘chat to themselves’ in order to seek answers to every day questions. The bot was able to answer all person questions about the user’s life, send them photos of loved ones with their names, and even help guide them home should they get lost. The bot has been recognised by many medical practitioners as a ‘saving grace’ that has helped better Alzheimer sufferer’s quality of life. Watch the Case Study Video.
4. Direct Line: FleetLights
Direct Line, an insurance company, aims to stop car accidents before they happen. With the likelihood of accidents increasing by 44% in dark areas, Direct Line developed an app that allows consumers to ‘request a FleetLight’. This meant that their app would use GPS location data to notify the FleetLight server as to where they were in real time. From here, FleetLights would dispatch a number of spotlight enabled drones to individual cars. The drones would track the car through dark areas to supply light. Once the car reached well lit roads, the drones would fly back to their base. Watch the Case Study Video.
5. Gorillaz: Official Gorillaz App
After a 7 year hiatus, the world’s biggest virtual band was set to make a comeback. But how does a virtual band come back from such a long time out of the spotlight? Through the use of augmented reality, Gorillaz threw a virtual house party. The campaign prompted users to search for the ‘virtual house’ near them. Over 125K fans around the world walked the streets in search for the Gorillaz house party. Once they found the party, users were able to stream the new album for free. This lead to the album hitting number one on charts in over 30 countries. Watch the Case Study Video.
6. Castorama: The Magic Wallpaper
French DIY store, Castoramaa revolutionalised bedtime stories through their magic wallpaper. With a number of wallpapers available over their range, Castorama allowed parents to take a photo of different characters on their child’s wall and load a unique bed time story featuring that character. However it didn’t stop here, by taking photos of multiple characters, users were able to unlock even more stories that involved multiple characters. In total this amounts to over 46 hours of stories across 892 pages of available content! Watch the Case Study Video.
7. Huffington Post: Stop The Cycle
The Huffington Post wanted to educate their market on the serious issues of wage slavery across the world. The brand used 360-content to open the eyes of consumers to to the production process of many favourite brand products including; clothes, food, drinks and more. The campaign was linked to stories that were targeted at unpacking the issue of slave wages and workshops. From here consumers were guided towards tips and hints as to how they are able to shop consciously towards a better world. Watch the Case Study.