CANNES, France—What if, instead of just listening to music, you could play with it?
That question led French agency 84.Paris to create a gorgeous interactive campaign called "Because Recollection" for record label Because Music, celebrating 10 years of albums, cover art and videos. And that campaign just won the first-ever Digital Craft Grand Prix at the Cannes Lions festival here—a new category created this year to honor the best craft in digital campaigns.
See the case study here:
"It's an amazing contextual piece for what we're doing—it's a celebration of work in a category that's a celebration of work," jury president Wesley Ter Haar, founder and COO of MediaMonks, said at a press conference here announcing the winners.
"It's highly interactive. Digital craft comes from a place where interactivity is key. It is work that combines some of the best sound design we've seen, some of the best use of imagery we've seen. It does something that only digital can do—bringing a collection to life of this magnitude, and allowing you to interact with it in such a playful way. It's the definition of what our jury should be awarding."
—U.S. Digital Craft winners
The U.S. won four Gold Lions in Digital Craft, with three of them going to Google. The Google Spotlight Story "Help" won two, and Google's Chrome Music Lab won one along with a silver. The other gold went to Braintree's "Codeology" project.
Goodby Silverstein & Partners won two silvers and a bronze for The Dalí Museum's "Dreams Of Dalí." 72andSunny won two silvers for "Lightsaber Escape: A Chrome Experiment." Winning single silvers were Carmichael Lynch Minneapolis for "Who We Are Is What We Leave Behind: The Subaru Environmental Website"; GSD&M for Airforce.com; Grow in Norfolk, Va., for "Google Shopping Insights"; Twentieth Century Fox Home Entertainment for "The Martian VR Experience"; and Phenomenon Los Angeles for "Wilson X Connected Basketball."
McCann New York won three bronzes for Lockheed Martin's "The Field Trip To Mars." VML Kansas City won two bronzes for Gatorade's "The Super Bowl Dunk," and a third for the Tennessee Department of Tourism's "Vacation Matchmaker." Single bronze winners were Droga5 New York for Under Armour's "Slay Your Next Giant"; and Deutsch Los Angeles for "Taco Emoji Engine."