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FOUR IDEAS SELECTED AS WINNERS OF THE FOURTH CANNES CHIMERA CHALLENGE
WINNING TEAMS FROM AUSTRALIA, CHINA, SINGAPORE AND UK WILL RECEIVE UP TO $100,000 FUNDING AND BE INVITED TO ATTEND THE EXCLUSIVE CANNES CHIMERA WORKSHOP IN SEATTLE
16 October 2014 – The projects to be awarded by the Cannes Chimera Initiative for this year’s Cannes Chimera global communications challenge have been decided upon. Four entries from Australia, China, Singapore and the UK have been chosen to each receive a prize of up to $100,000 to further develop their ideas and will receive an exclusive invitation to attend a workshop at the Bill & Melinda Gates Foundation in Seattle this November. Launched during the Cannes Lions International Festival of Creativity in June 2014, the brief challenged entrants to develop an innovative communication concept which would inspire Millennials to get involved with and feel connected to global health and development problems.
The next stage of the initiative will see the winners receive mentoring from previous Cannes Lions Grand Prix winners at workshops held at the Bill & Melinda Gates Foundation. Winners are invited to pilot their ideas over the next six months and submit a proposal to the foundation for funding to implement their idea.
870 ideas from 66 countries, across all branches of the creative spectrum, answered the call for an idea that could change the world. The Cannes Chimera, an international jury made up of previous Cannes Lions Grand Prix winners, then assessed how successfully these entries measured up to the high standards and expectations laid out in the brief.
The winning projects are:
• Personal Social Responsibility - Manning Gottlieb OMD - UK
Personal Social Responsibility (PSR) is inspired by the existing CSR (Corporate Social Responsibility) system. PSR introduces a point system that ranks personal altruism and every day acts that help address the biggest problems in the world, from sharing relevant content on social media, to donating and volunteering.
• The Finish Line – Y&R, Wunderman - Singapore
THE FINISH LINE – Takes all Global Health and Development problems and breaks it down by geography, demographics, and actions towards eradication until we are able to present it as viable steps that are needed to achieve that immediate goal. It makes the problem seem defeatable and most importantly, it makes the effort needed immediate and result oriented.
• Watch for good - Naked Communications – Australia
Today, as pre-roll and interruptive video ads become more pervasive, ‘skip’ functionality is increasingly common as a way of ameliorating viewer frustration. This initiative partners with providers to add another option to their ad format - ‘Watch For Good’. By pressing the ‘Watch For Good’ button instead of ‘skip’, they watch the ad in full. The advertiser pays the same pay-per-view cost, but the publisher shares this, donating a defined portion of it to the Watch For Good fund, which then invests in various altruistic projects.
• Plight Map – BBH - China
The closest many Millennials get to the developing world is when they fly over it, en route to first-world holiday destinations. Recognising this, Plight Map is an inflight map, re-designed as an interactive storytelling platform. It tells airline passengers exactly what’s below them on the ground – and lets them know what issues are happening there, in real-time.
“This year’s brief for the Cannes Chimera is a fantastic reflection of how those in the industry are continuously pushing boundaries and using their creative talents to really make a difference. By focusing on Millennials, the projects embrace technology and interconnectivity,” says Philip Thomas, CEO of Lions Festivals. “The four successful ideas show how technology can bridge gaps and create greater awareness to really help others. The workshops with the Cannes Chimera will allow for further exploration of the strengths and challenges of the projects with the end result bringing us one step closer to achieving our goal to change the world.”
“Young people want to act in support of global health and development issues and be recognised for making a difference in the world, but they need new outlets to make that engagement possible and meaningful,” said Tom Scott, Director of Global Brand & Innovation and the Bill & Melinda Gates Foundation. “We are truly excited to see how these creatives apply their talent to the challenge, and the potential their ideas have for us and our partners around the world.”
To read more about each of the winning entries, and find out more about the brief please visit www.canneschimera.com
- Ends -
Notes to Editors:
About the Cannes Chimera Initiative
This partnership inspires and activates the creative community to help solve the world’s most urgent global health and development problems. Each year, the initiative challenges the world’s creative talent to develop ground-breaking communications approaches that motivate global audiences to support change and take actions that address a unique development issue, through a competitive creative brief.
Winners of the competition are eligible to apply for an up to US$1M US grant from The Gates Foundation to execute their idea.
To learn more about the Cannes Chimera, please visit http://www.canneslions.com/chimera
About Cannes Lions International Festival of Creativity
The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.
As the most prestigious international annual advertising and communications awards, over 35,500 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy honouring the most creative film, print, outdoor, interactive, radio, design, sales promotion & activation, film craft and integrated, branded content & entertainment advertising, as well as the best media, direct marketing, PR, titanium and creative effectiveness ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Close to 12,000 delegates from 95 countries attend seven days of exhibitions, screenings, as well as high-profile seminars, workshops, forums and master classes presented by renowned worldwide industry leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication. www.canneslions.com
About the Bill & Melinda Gates FoundationGuided by the belief that every life has equal value, the Bill & Melinda Gates Foundation works to help all people lead healthy, productive lives. In developing countries, it focuses on improving people’s health and giving them the chance to lift themselves out of hunger and extreme poverty. In the United States, it seeks to ensure that all people—especially those with the fewest resources—have access to the opportunities they need to succeed in school and life. Based in Seattle, Washington, the foundation is led by CEO Jeff Raikes and Co-chair William H. Gates Sr., under the direction of Bill and Melinda Gates and Warren Buffett. For more information, visit:www.gatesfoundation.org
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