A Renegade Museum Tour Wins the Brand Experience and Activation Grand Prix

Google's 'Real Tone' campaign took the top prize in Mobile

This year’s Grand Prix in Brand Experience and Activation went to Vice Media for its initiative that used Instagram AR filters and immersive audio to offer museum-goers a guided tour that museum staff didn’t actually know about. “The Unfiltered History Tour,” created with Dentsu Creative’s Bengaluru, Mumbai and Gurgaon teams, showed visitors the history behind artifacts that were taken by force from other countries hundreds of years ago.

In 2019, human rights lawyer Geoffrey Robertson QC accused The British Museum of being the largest receiver of stolen goods in the world.

Dentsu Creative/Vice

The Grand Prix win was the second for “The Unfiltered History Tour” which won in the Radio and Audio category earlier this week.

Brand Experience and Activation Lions jury president Yasuharu Sasaki, chief creative officer at Dentsu, left the room while the winning work from Vice World News was selected to avoid any conflict of interest during the judging.

Mobile Lions

The Google Pixel has made its way from the Super Bowl to Cannes. Promoted earlier this year in a spot starring artist Lizzo during the Big Game as well as a New York Times collaboration, Google’s “Real Tone” technology campaign is the winner of the Grand Prix in the Mobile category.

The campaign was created with T Brand Studio, Wieden+Kennedy, Portland and Gut Miami. Google’s engineers worked with a number of image experts in the photography and cinematography space to allow users to capture and highlight the nuances of all skin tones in pictures.

(Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)Google/T Brand Studio/Wieden+Kennedy, Portland/Gut Miami

Google’s own employees spent time with the new tech, taking photos and providing feedback on potential improvements.

“This is a [tool] that simply portrays reality, and that’s a huge step forward,” Hugo Veiga, global chief creative officer at AKQA, said.

“When faced with a technology that was able to repair a historical issue, we were really blown away. This tech is just the beginning; it’s about cameras, but the software has potential. For some people it may just seem like this is [about] selfies, but this is something that allows people to see themselves as they really are.”

Innovation Lions

Every year, hundreds of thousands of homes are damaged or destroyed by severe weather in Australia. Instead of focusing on repair and rebuild, Suncorp Group is focused on prevention.

In its spot created with Leo Burnett, Sydney, the Australian finance, insurance and banking corporation launched “One House to Save Many,” a house built and designed to withstand cyclones, floods and bushfires.

(Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)Leo Burnett Sydney/Suncorp Group

The project launched with a national ad campaign during primetime and has had an impact: Australia’s government is allocating $600 million to its national recovery and resilience agency to fund resilience projects.

Cleve Gibbon, chief technology officer at Wunderman Thompson US, acknowledged that all of the winners in the Innovation category were bound by purpose.

Gold winners

Gold Brand Experience and Activation winners

  • David for Burger King “Burger Glitch” (Brazil)
  • Mojo Supermarket for Girls Who Code “Dojacode” (U.S.)
  • Ogilvy Honduras for Grupo Estrategigo Ge Pae “Morning After Island” (Honduras)
  • Marcel for Back Market “Hack Market” (France)
  • Circus Grey for Mi Banco “The Emancipation Loan” (Peru)
  • We Believers for Corona Beer “Plastic Fishing Tournament” (U.S.)
  • VMLY&R for Dell Technologies & Intel “I Will Always Be Me” (U.S.)

Gold Mobile winners

  • Grey Argentina for Itaú Bank “A Chat Away From Everything” (Argentina)
  • De La Cruz Ogilvy for Supermax Online “The Eye Tracker” (Puerto Rico)
  • David for Burger King “Burger Glitch” (Brazil)

Gold Innovation winner

  • FCB New York for Ab InBev “McEnroe vs. McEnroe” (U.S.)

You can follow all of Adweek’s Cannes Lions coverage at https://www.adweek.com/category/cannes-lions/.