As we count down the days to the Cannes Lions submission deadline March 28 , strategy is rounding out the most likely contenders for each category, tapping the top folks in the industry to help us narrow down the list.
Check back each Friday until the deadline to see which campaigns have the best shot in Cannes. In its third year at Cannes, the mobile category is going to continue to evolve. But given that one thing the jury was looking for last year was pervasiveness, the Snapchat campaign for The Memory Project from Rethink could be an interesting contender. Once viewed, the story of that particular veteran vanished for the user. This was one of the first advertising uses of the new platform and is an awesome example of creating emotionally relevant messaging on a mobile platform that goes well beyond for what it was envisioned.
The trend in mobile awards, and in life for that matter, is really moving from recognizing engagement to utility. The Future Shop grant program is all about utility. At the core, it was a simple way to help students earn grant money or supplies to help ease the cost of attending school. And it had each applicant amplifying the story to all their peers.
This program also took a strong step forward in showing the emotional value of understanding students. When it came to the utility, the results delivered in spades.
Weller is a Canadian expat from Vancouver. The Kringl app from Zulu Alpha Kilo is an easy-to-use, free app that helps you keep the spirit of Christmas alive.
