Google's Cardboard Takes Home Grand Prix in Mobile
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The Cannes Lions International Festival of Creativity Grand Prix winner for mobile at Cannes this year was not a campaign about a mobile device, or a campaign executed on mobile devices. It was one the jury called an “enabler”– a winner that itself facilitated multiple campaigns that were also hoping to take home the Grand Prix.
Google took the top prize for the mobile category for Cardboard, its inexpensive virtual-reality reader made out of cardboard, and it won without the help of any of its numerous agency partners.
Joanna Monteiro, VP-creative director at FCB Brazil and mobile jury president, said that Cardboard won because it enabled a type of technology that was low-cost and widely available. Consumers can build the virtual-reality reader themselves, or purchase it for a few dollars compared to other VR devices with price tags reaching several hundred dollars. Cardboard gave “mobile new possibilities to really change behavior and have a huge impact on consumer life,” she said.
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