CHE Proximity’s NRMA ‘Safety Hub’ picks up one Silver Lion in Creative Data Lions and one Bronze Lion in the Creative Strategy Lions
Australia has scored one Silver in the Cannes Creative Data Lions and a Bronze in the Cannes Creative Strategy Lions.
CHE Proximity has picked up Australia’s only Silver and Bronze for NRMA ‘Safety Hub‘ in the Creative Data Lions and the Creative Strategy Lions respectively.
In Creative Strategy Forsman & Bodenfors, Gothenburg won the Grand Prix for Volvo ‘The E.V.A. Initiative‘ and in Creative Data FCB/Six Toronto secured the Grand Prix for Black & Abroad ‘Go Back to Africa‘.
In the launch year of the Creative Strategy Lions, which celebrate the idea behind the idea and how strategic planning can redefine a brand, 848 entries were received and 22 Lions awarded: 3 Gold, 7 Silver and 11 Bronze. The E.V.A Initiative aims to improve gender safety equality in cars and saw Volvo share research to help other automakers produce safer cars.
Creative Strategy Lions Jury President, Tracey Follows, Founder, Futuremade, said: “Starting from one hereto unobserved data insight about how women in the world were catered for, it transformed how we saw the whole world and gave a fresh take on safety to refresh and reinvigorate Volvo.”
In the Creative Data Lions, honouring the interplay of ideas and information, 429 entries were received, and 13 Lions were presented: 2 Gold, 4 Silver, and 6 Bronze. ‘Go Back to Africa,’ helped to reframe the way people think about Africa, by creating a platform that displaces the hate surrounding the racial slur “Go Back To Africa”.
Creative Data, Jury President, Yasuharu Sasaki, Head of Digital Creative and Executive Creative Director, Dentsu Inc., Japan, said: “In this digital age, there are a lot of negative data like fake news, privacy violations, or hate messages. The Grand Prix winner tackled this issue with a bold and impactful way. It changes negative messages into meaningful contents. It created a new community with the power of data and contributed to the culture.”