From great journalism to an ethical approach to Black Friday, Global Managing Director of the Accenture Interactive Creative Council, Jon Wilkins, walks us through some of his high hopes for this year’s Cannes Lions.
No-one would argue that this has been one of the most challenging periods in our industry’s modern history. Advertising budgets have been slashed then exploded and we’ve seen both good and bad results of working solely through our computer screens. It’s been equal parts fascinating and inspiring to see how people have approached these challenges creatively.
The way I see it, the future of creativity lies in ideas fused with technology and purpose on a scale that improves people’s lives. The power of this experience-led creativity lies in its ability to change the way people think about a category.
It’s in that spirit that I’ve been reflecting on the work Accenture Interactive has submitted to this year’s Cannes Lions. Whether it's exploring a sustainable approach to Black Friday or leveraging music and technology to help young people with speech and sound disorders, Accenture Interactive’s work this year feels targeted towards purpose-driven change, rooted in experiences.
This pandemic has been so difficult for so many of us. Against that backdrop, the incredibly high bar we’re seeing at this year’s festival is a testament to the genius and tenacity of our industry. Once again, I’m looking forward to celebrating a great win for creativity.
Here, we use our new brand voice that speaks directly to babies, welcoming all of those born literally on that day. Once we welcome these babies, the brand voice reassures these new-borns that being a baby is actually pretty great and explains what to expect now that they’re here. That includes the good, the weird, and the meaning of football. All the important stuff.
Our design challenge was to help people with extreme physical disabilities to retain communication and personality. We did this through redesigning the front end of the open-source software developed by Intel with Stephen Hawking, the Assistive Context-Aware Toolkit (ACAT), enabling it to interface with several new technologies (eye tracking, avatar, speech synthesis and AI Predictive text), and to overhaul the UI and UX to make it faster, more intelligent, more comfortable and easier to use.
We helped IKEA to inspire shoppers with the world’s first-ever Black Friday Re(sale), inviting everyone to buy each other’s used furniture – and save more than just money. IKEA has since scaled this idea in a stand against excessive consumption, and it has formed part of a move to become a fully circular and climate-positive business.
With the #SayYesToEurope initiative, Lufthansa turned magical places into once-in-a-lifetime polling stations. Postal votes became entry tickets to the most desirable locations that normally can’t be accessed. For example, the stage of the Elbphilharmonie concert hall, the changing room of Borussia Dortmund or a legendary boxing club where Mohammed Ali used to fight.
The Institute of Coding: CTRL Your Future
The Institute of Coding wanted to tackle the lack of diversity in the tech industry. No more social barriers. No more stereotypes. No more ‘No’s’. They wanted to inspire Gen Z to sign up to their university courses and take control. Basically, say goodbye boomers. Rebooting the system, we turned to the young women, non-binary, BAME, LGBTQI+ and disabled creators to be the face of this campaign.
Not long after the start of the pandemic, we custom-built a new online solution that combined live-streamed content with peer-to-peer conferencing tech. The result was a re-imagined solemn commemorative experience that permitted a century-old annual tradition since 1923 to continue as an interactive live event. The project connected people on both sides of the Atlantic in honouring America’s fallen on Memorial Day.
This film uses damning statistics to talk to where ‘she’ is still unequal in Australian society. Launched on International Women's Day on IGTV and YouTube, the film was watched by 1 in 40 Aussies within the first 48 hours by organic social media sharing alone. With $0 media spend the campaign generated approximately $4million in earned media.
Sensing a gap in genuinely engaging tools for young people to use in overcoming speech impediments, Rothco, Warner Music and Apple came together to conduct the largest lyrical data-analysis in history to quantify the therapeutic value of popular songs – building playlists on Apple Music geared towards specific problem sounds, and filled with songs that, unbeknownst to the world, have always been tools that can help young people conquer their impediment. Saylists stands out as a shining example of ‘corporate responsibility gone right’.
200cm is the safe distance that public health authorities recommend people should keep from one another to avoid the spread of Covid-19. A simple, yet crucial, action. To help everyone remember it, this challenge proposed to brands everywhere on the planet suggests adjusting their logo’s tracking to ensure a minimum letter spacing of 200.
Jon Wilkins is Global Managing Director of Accenture Interactive’s Creative Council, and Chairman of Karmarama
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