CANNES, France—With its sweeping, interactive and evocative displays, the 9/11 Memorial Museum has won an inaugural gold Lion at Cannes for Creative Data.
Also taking gold from the U.S. is EA's Madden Giferator, which created animated GIFs from in-game footage and clever algorithmic copywriting.
However, the jury for the new category, created to honor campaigns that use data "as a catalyst for creativity," chose not to award any entrant the highest Cannes Lions honor: a Grand Prix.
"Truly, we felt inadequate to award one," said David Sable, global CEO of Young & Rubicam and president of the Creative Data jury. "We have 11 subcategories, and they're so different—everything from data visualization to story enhancement to data integration. And when you do a Grand Prix, it has to represent that entire category. We just didn't feel right about finding one that represented the whole category this year."
The 9/11 Memorial Museum took gold for its powerful and diverse use of data, which is built into displays that convey the tragic scope of the terror attacks on Sept. 11, 2001. For example, a data visualization of news coverage of the attacks shows how they have had long-running repercussions that continue to shape world events today.
Credited for the data integration is New York-based interactive media installation firm Local Projects.
"Jurors liked that one because of the ways it used the data," Sable said. "It takes in real-time data, it uses historic data, it uses associated data. It's integral to the entire experience, through timelines, through things happening currently that they relate back to it. We just felt it was a great piece."
Meanwhile, on the other end of the gravity scale, EA's Madden Giferator from Google and agency Grow won its gold Lion for finding a clever way to create easily shareable content in the form of animated GIFs.
Beyond the U.S., the international campaigns that took home gold Lions in Creative Data were:
• Run That Town, a SimCity-like game created by Leo Burnett Sydney that uses real Australian Census data to let residents play at implementing new policies and building projects.
• Mexican Red Cross SOS SMS, created by Grey Mexico to let emergency responders access a patient's medical information by dialing "SOS" on the injured person's phone.
• Japan Sports Council and Reviving Legends, from Dentsu Tokyo, which marked the closure of the National Stadium by using augmented reality, lasers and projection to recreate some of the most famous soccer goals scored there.
• Adoption campaign "Twin Souls" from Change One Life and Y&R Moscow, which used facial recognition to match children up for adoption with potential parents who share a similar appearance.
Jury president Sable said he's optimistic that the Creative Data category will continue to grow in the coming years, inspiring more agencies and brands to incorporate information into their campaigns in new and interesting ways.
We caught up with Sable at Cannes, where he shared some thoughts on the need for a Creative Data category among the Lions:
See all the U.S. Cyber winners below.
—U.S. Creative Data winners
Local Projects - 9/11 Memorial Museum - gold.
Grow Norfolk - EA Madden Giferator - gold
Johannes Leonardo New York - Trip Advisor, "Hotel Cup" - silver
180LA Santa Monica - Expedia, "Thrown Back Thursdays" - silver
Havas Worldwide New York - Liberty Mutual, "Chicago Marathon Moving Words" - bronze
VML Kansas City - Tennessee Department of Tourist Development, "One Minute Vacation" - bronze