Wednesday night during the Lions Awards at Cannes, Google was awarded a Grand Prix for its Wilderness Downtown site for Arcade Fire. R/GA won a Grand Prix for its Pay With A Tweet work for Innovative Thunder and Wieden + Kennedy won a Grand Prix for the Old Spice Body Wash Response Campaign.
For Wilderness Downtown, Google released a new Chrome Experiment in partnership with the band Arcade Fire which resulted in an interactive music video for the band and a chance to demonstrate HTML5 programming technology. By drawing on data from Google Maps and Google Streetview, The Wilderness Downtown integrated visuals of the viewer’s childhood home into the narrative, creating a unique, emotional experience. Spread across multiple browser windows that opened and closed as the experienced progressed, The Wilderness Downtown worked towards changing the way the web (and music) can make people feel.
R/GA’s Pay With A Tweet was an attempt to create a social payment system where people would use the value of their tweet to spread the word about a product and, in return, get the product.
Wieden + Kennedy’s Old Spice Body Wash Response campaign resulted in dozens and dozens of customized videos featuring Isiah Mustafah who responded to people’s tweet, videos, emails and blog posts.
