Cannes Lions / Mobile Winners

by Alex Jenkins

Top honours in this year's Mobile category went to Dentsu Y&R, Tokyo. The agency scooped the grand prix for its 'Family Way' campaign, comprising a self-check device and app called Seem, that together allow men to check their sperm count using a mobile phone.

After putting a drop of their sperm on a glass slide and then positioning the slide over a smarphone's camera lens, the app is able to measure sperm concentration and motility.

The initiative was created to help the 1 in 6 married couples in Japan that suffer from infertility, while overcoming male assumptions that the problem lay with women and their own embarrassment about having sperm tested in a hospital.

Jury president, AKQA's head of emerging technologies, Andy Hood, observed that the jury celebrated the aspiration of creative people who are looking at how they can go deeper with platforms and technologies.

Commenting on how a Cannes Lions grand prix makes a statement to the industry, Hood said, 'We were comfortable with the statement that technology can have a direct impact on people's lives in ways that it was never conceived to. Our grand prix exemplifies this in terms of the use of technology and the improvement that this will make to people's lives'.

Gold lions were also awarded to:

  • The Never-ending Forest, David the Agency, São Paulo
  • Chat Yourself, Y&R Italia, Milan
  • Official Gorillaz app, B-Reel, New York
  • Hungerithm, Clemenger BBDO, Melbourne
  • Like My Addiction, BETC, Paris
  • Google Home of the Whopper, David, Miami
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