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CANNES, France—Virtual reality has been a major a theme at this year's Cannes Lions festival—and indeed, in the advertising and media world writ large, as brands strive to create more engaging, immersive experiences for consumers.
Against that backdrop, T Brand Studio in New York, the brand marketing unit of The New York Times, scored the Mobile Grand Prix tonight for its work on NYT VR, the newspaper's virtual reality app.
"It's something we believe transforms the relationship of a 165-year-old brand that's inherently analog with today's digital world and its consumers," Mobile jury president Malcolm Poynton, global chief creative officer at Cheil Worldwide, told reporters at a press conference.
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