42 brilliant mobile marketing campaigns [Cannes Lions]

There was a time when mobile marketing meant sending someone out onto the street with a sandwich board with your latest special printed on it. As mobile technology has evolved however, so has the advertising that comes with it.

It’s a multi-billion dollar space and it’s only going to get better. In fact, tech research house eMarketer reckons that mobile ad spend will grow four times in the next four years from US$8.4-billion today to US$37-billion by 2016.

That’s hardly surprising given the array of tools and platforms advertisers have at their disposal these days. Back when the best an ad agency could hope for was to send someone an SMS, the scope for innovation was limited. But now they have a variety of platforms, operating systems and devices to ply their trade on.

That does however mean that the expectations are much higher and your campaign has to have something seriously special about it to really stand out. It’s those campaigns that the Cannes Lions mobile section seeks to reward.

This year, there were a number of high tech campaigns that were rewarded for their innovation in the mobile space. Among those was Ogilvy Paris’ scrabble WiFi campaign and the Score Cleaner Notes app, which will write sheet music for you when you hum into your phone.

The standout campaign however was DDB Dm9 in the Phillipines for Smart Textbooks. It recycled old SIM cards and downloaded school textbooks onto them (the textbooks were proving too expensive to print). The sim cards were then handed out at schools and kids popped them into their phones.

Title	Advertiser/Client	Product/Service	Entrant Company	Country	Award
A01 Activation by Location or Proximity
BLUETOOTH DIAPER ALERT P&G / HIPOGLOS AMENDOAS ANTI-RASH CREAM			AFRICA Sao Paulo	BRAZIL	Bronze Lion
THE END OF THE SILENT MAGAZINE BILLBOARD / MAGAZINE			OGILVY BRASIL São Paulo	BRAZIL	Short List
NFC CHARITY STICKERS UNICEF HK / CHARITY STICKER (PUBLIC SERVICE)			CHEIL HONG KONG Hong Kong	HONG KONG	Bronze Lion
AIR CHECK IN SKY COMPANY SKYDIVING / SKYDIVING			AGE ISOBAR São Paulo	BRAZIL	Short List
SCRABBLE WIFI MATTEL / SCRABBLE			OGILVY FRANCE Paris	FRANCE	Gold Lion
MOST VALUABLE CHECK-IN MISSING CHILDREN SOCIETY OF CANADA / CHILD SAFETY & INVESTIGATION			GREY GROUP CANADA Toronto	CANADA	Silver Lion
A02 Augmented Mobile Experience
NEWSPAPER WITH CHILDREN THE TOKYO SHIMBUN / THE TOKYO SHIMBUN			DENTSU Tokyo	JAPAN	Short List
THE WORLD’S FIRST INTERACTIVE OBITUARY FUNERARIAS J. GARCIA LOPEZ / FUNERARIAS J. GARCIA LOPEZ			GANEM GROUP Mexico City	MEXICO	Silver Lion
PENGUIN NAVI SUNSHINE CITY CORPORATION / SUNSHIN AQUARIUM			HAKUHODO Tokyo	JAPAN	Silver Lion
MISSING CHILDREN BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION / MISSING CHILDREN MOBILE SEARCH APPLICATION			JWT BEIJING	CHINA	Silver Lion
TRACK MY MACCA’S McDONALD’S AUSTRAILA / CORE MENU			DDB Sydney	AUSTRALIA	Short List
A03 Networked Mobile Technology
MOBILE ORCHESTRA AKQA / MOBILE WEBSITE			AKQA New York	USA	Silver Lion
WORLD WIDE MAZE GOOGLE / WORLD WIDE MAZE			PARTY Tokyo	JAPAN	Silver Lion
EASY WAY SUBTITLES EASY WAY LANGUAGE CENTER / EASY WAY SUBTITLES SERVICE			LODUCCA São Paulo	BRAZIL	Bronze Lion
WINDOW SHOPPING ADIDAS / ADIDAS NEO			TBWA\HELSINKI	FINLAND	Bronze Lion
DUREXPERIMENT FUNDAWEAR RECKITT BENCKISER / DUREX			HAVAS WORLDWIDE AUSTRALIA North Sydney	AUSTRALIA	Short List
SUPER SYNC SPORTS GOOGLE / GOOGLE CHROME			GOOGLE CREATIVE LAB London	UNITED KINGDOM	Short List
THIRD EYE STARHUB MOBILE / MOBILE BRANDING			DDB GROUP SINGAPORE	SINGAPORE	Silver Lion
A04 Other Technology for Mobile
THE TALKING WINDOW SKY DEUTSCHLAND / SKY GO			BBDO GERMANY Düsseldorf	GERMANY	Short List
GADGET SHOW WORLD CHANNEL 5 / THE GADGET SHOW			XS2THEWORLD Amsterdam	THE NETHERLANDS	Silver Lion
SCORECLEANER DOREMIR / SCORECLEANER NOTES			MOBIENTO Stockholm	SWEDEN	Silver Lion
FULL CONTROL KDDI CORPORATION / AU 4G LTE			RHIZOMATIKS Tokyo	JAPAN	Short List
SELF ASSOCIATION OF WOMEN FOR ACTION & RESEARCH / GENDER EQUALITY ADVOCACY GROUP			LOWE SINGAPORE	SINGAPORE	Short List
MOBILIZING THE 12TH MAN C. S. HAMMAM-LIF / FOOTBALL CLUB			MEMAC OGILVY LABEL TUNISIA Tunis	TUNISIA	Silver Lion
THE TALKING SHOE MOBILE APP GOOGLE / ADVERTISING			72ANDSUNNY Los Angeles	USA	Short List
NATALIA PROJECT CIVIL RIGHTS DEFENDERS / GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISK			RBK COMMUNICATION Stockholm	SWEDEN	Silver Lion
THE TRACK-LIST GUEST LIST BONNIER ART GALLERY / ART GALLERY			DDB STOCKHOLM	SWEDEN	Short List
B01 Products
INSTAGRAM MENU COMODO / COMODO MENU			RAUL X MIHAI X MIHNEA Brooklyn	USA	Bronze Lion
B02 Services
NIMBLETANK – A NEW BREED OF WEBSITE FOR A NEW BREED OF AGENCY NIMBLETANK / NIMBLETANK			NIMBLETANK London	UNITED KINGDOM	Silver Lion
B03 Media, Entertainment and Leisure
SCRABBLE WIFI MATTEL / SCRABBLE			OGILVY FRANCE Paris	FRANCE	Silver Lion
BACK TO VINYL KONTOR RECORDS / KONTOR RECORDS			OGILVYACTION Düsseldorf	GERMANY	Short List
BACK TO LIFE CANAL+ / LES REVENANTS			BETC Paris	FRANCE	Short List
B04 Social Media
#WINAGAINSTTHEELEMENTS# NIKE CHINA / NIKE RUNNING			AKQA Shanghai	CHINA	Bronze Lion
B05 Charities, Not for Profit and Public Information
FREE THE FORCED! UNITED NATIONS ASSOCIATION OF GERMANY / UNITED NATIONS CAMPAIGN AGAINST FORCED MARRIAGE			CHEIL GERMANY Schwalbach	GERMANY	Gold Lion
HASHTAG KILLER WATER IS LIFE / WATER IS LIFE (NON PROFIT)			DDB NEW YORK	USA	Short List
C01 Products
KETTLER S-FIT APP KETTLER / KETTLER RACER S			ICONMOBILE GROUP Berlin	GERMANY	Short List
PERFECT PACE ASICS / APP			BORGHI/LOWE São Paulo	BRAZIL	Short List
THE RECORD RE-CALCULATOR McDONALD’S SWEDEN / HAPPY MEAL			DDB STOCKHOLM	SWEDEN	Short List
BLUETOOTH DIAPER ALERT P&G / HIPOGLOS AMENDOAS ANTI-RASH CREAM			AFRICA Sao Paulo	BRAZIL	Short List
GROUP ALARM YILI MILK / GULIDUO MILK			CHEIL OPENTIDE Beijing	CHINA	Short List
UNIQLO WAKE UP UNIQLO / UNIQLO			PROJECTOR Tokyo	JAPAN	Bronze Lion
MURPHY’S WHEN IT RAINS IT POURS HEINEKEN IRELAND / MURPHY’S IRISH STOUT			PUBLICIS DUBLIN Dublin	IRELAND	Bronze Lion
DESIGNATED TEXTER SAB MILLER / SALVAVIDA			4AM SAATCHI & SAATCHI Tegucigalpa	HONDURAS	Short List
C02 Services
SECRET FISHING SPOTS HUTCHWILCO / SAFETY EQUIPMENT			DDB GROUP NEW ZEALAND Auckland	NEW ZEALAND	Bronze Lion
OLD PHONES GIVE NEW LIFE SINGTEL / PROJECT SILVERLINE, A CORPORATE SOCIAL RESPONSIBILITY INITIATIVE			OGILVY & MATHER SINGAPORE	SINGAPORE	Gold Lion
DRIVE AWAKE PTT / COFFEE SHOP			BBDO PROXIMITY THAILAND Bangkok	THAILAND	Silver Lion
WEATHER TO WAKE METSERVICE / METEOROLOGICAL SERVICE			Y&R NZ Wellington	NEW ZEALAND	Bronze Lion
GET CASH RBS / BANK			SAPIENTNITRO London	UNITED KINGDOM	Gold Lion
C03 Media, Entertainment and Leisure
GROLSCH PHOTO MACHINES GROLSCH / GROLSCH BEER			NAKED COMMUNICATIONS Stockholm	SWEDEN	Short List
SCORECLEANER DOREMIR / SCORECLEANER NOTES			MOBIENTO Stockholm	SWEDEN	Gold Lion
SUPER HEROES MOVIE MAKER LEGO SYSTEMS / LEGO DC UNIVERSE SUPER HEROES			PEREIRA & O’DELL San Francisco	USA	Short List
CALVIN HARRIS 18 MONTHS COLUMBIA RECORDS / CALVIN HARRIS 18 MONTHS ALBUM LAUNCH			WE MAKE AWESOME SH	UNITED KINGDOM	Short List
KAIZERVIRUS KAIZERS ORCHESTRA / VIOLETA VIOLETA VOL.3			ANORAK Oslo	NORWAY	Silver Lion
C04 Social Media
MASTERCARD MIYAMO MASTERCARD / MASTERCARD MIYAMO			R/GA New York	USA	Silver Lion
C05 Charities, Not for Profit and Public Information
SAVING YOUR FUTURE YAHOO JAPAN CORPORATION / DISASTER ALERT APP			YAHOO Tokyo	JAPAN	Short List
BHF – MINI VINNIE THE BRITISH HEART FOUNDATION / CHARITY			GREY LONDON	UNITED KINGDOM	Bronze Lion
SECOND LIFE APPS REBORN / ORGAN DONATION FOUNDATION			DUVAL GUILLAUME MODEM Antwerp	BELGIUM	Gold Lion
MISSING CHILDREN BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION / MISSING CHILDREN MOBILE SEARCH APPLICATION			JWT BEIJING	CHINA	Gold Lion
LEVEL .06 SYSTEMBOLAGET / THE SWEDISH ALCOHOL RETAIL MONOPOLY			FORSMAN & BODENFORS Gothenburg	SWEDEN	Bronze Lion
D01 Tablets and Other Devices
THE SINGING ALPHABET THE MINISTRY OF LETTERS / OPERATION ALPHABET			MOTHER London	UNITED KINGDOM	Short List
FLY DELTA DELTA AIR LINES / AIR TRAVEL			AKQA New York	USA	Bronze Lion
WWF TOGETHER WORLD WILDLIFE FUND / WORLD WILDLIFE FUND			AKQA Washington	USA	Bronze Lion
NECOMIMI DENTSU,INC. / NECOMIMI			DENTSU Tokyo	JAPAN	Bronze Lion
CLOUDS OVER CUBA THE JFK PRESIDENTIAL LIBRARY & MUSEUM / CUBAN MISSILE CRISIS 50TH ANNIVERSARY			THE MARTIN AGENCY Richmond	USA	Silver Lion
THE SOCIAL HOME TOUR CARVALHO HOSKEN / CARVALHO HOSKEN			ARTPLAN Rio de Janeiro	BRAZIL	Short List
TOOTHBRUSH GAMES LZG – NATIONAL GERMAN CENTRE FOR HEALTH INFORMATION / APPLICATION FOR EDUCATION			OGILVY GERMANY Frankfurt	GERMANY	Bronze Lion
E01 Products
QUATTRO EXPERIENCE AUDI / QUATTRO			ZULU ALPHA KILO Toronto	CANADA	Short List
JACKFLUSH BRAHVA BRAHVA BEER / BRAHVA BEER			EL TAIER / TRIBU DDB Guatemala City	GUATEMALA	Silver Lion
STREET QUEST VOLKSWAGEN / CORPORATE			OGILVY & MATHER CAPE TOWN	SOUTH AFRICA	Short List
E02 Services
WORLD WIDE MAZE GOOGLE / WORLD WIDE MAZE			PARTY Tokyo	JAPAN	Gold Lion
E03 Media, Entertainment and Leisure
TOUR DU SOFA SKODA / SKODA			ACHTUNG! Amsterdam	THE NETHERLANDS	Bronze Lion
F01 Products
THE BRIGHTEST ONLINE AD LUPINE LIGHTING SYSTEMS // BIKE DIGITAL / OUTDOOR HELMET/CYCLING LAMPS // MOUNTAINBIKE SPECIAL INTEREST MAGAZINE			PUBLICIS MUNICH	GERMANY	Bronze Lion
SCREENSHOT AUDI / AUDI R8			ALMAPBBDO São Paulo	BRAZIL	Bronze Lion
F03 Media, Entertainment and Leisure
INSTAGRAM TAKEOVER SWISS INTERNATIONAL AIRLINES / SWISS INTERNATIONAL AIRLINES			SERVICEPLAN Munich	GERMANY	Short List
F04 Charities, Not for Profit and Public Information
CRASH PEUGEOT / SAFE DRIVING			Y&R SÃO PAULO	BRAZIL	Silver Lion
G01 Messaging Campaigns, including SMS, MMS and Mobile EmailMessaging Campaigns, including SMS, MMS and Mobile Email
TXTBKS SMART COMMUNICATIONS / SMART PUBLIC AFFAIRS			DDB DM9JAYMESYFU Makati City	THE PHILIPPINES	Grand Prix
SOS BY SMS OBRA DO BERCO / OBRA DO BERCO – PRO BONO DAYCARE FOR CHILDREN			DDB BRASIL São Paulo	BRAZIL	Bronze Lion
H01 BEST INTEGRATED CAMPAIGN LED BY MOBILE
EASY WAY SUBTITLES EASY WAY LANGUAGE CENTER / EASY WAY SUBTITLES SERVICE			LODUCCA São Paulo	BRAZIL	Bronze Lion
FREE THE FORCED! UNITED NATIONS GERMAN CHAPTER / UNITED NATIONS CAMPAIGN AGAINST FORCED MARRIAGE			CHEIL GERMANY Schwalbach	GERMANY	Silver Lion
SECRET FISHING SPOTS HUTCHWILCO / SAFETY EQUIPMENT			DDB GROUP NEW ZEALAND Auckland	NEW ZEALAND	Silver Lion
THE LET’S CAFE MY LATTE ART PROJECT FAMILY MART / LET’S CAFE			JWT TAIWAN Taipei	CHINESE TAIPEI	Short List
MOBILIZING THE 12TH MAN C. S. HAMMAM-LIF / FOOTBALL CLUB			MEMAC OGILVY LABEL TUNISIA Tunis	TUNISIA	Silver Lion
MISSING CHILDREN BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION / MISSING CHILDREN MOBILE SEARCH APPLICATION			JWT BEIJING	CHINA	Silver Lion
I01 Interface & Navigation
WORLD WIDE MAZE GOOGLE / WORLD WIDE MAZE			PARTY Tokyo	JAPAN	Silver Lion
OLD PHONES GIVE NEW LIFE SINGTEL / PROJECT SILVERLINE, A CORPORATE SOCIAL RESPONSIBILITY INITIATIVE			OGILVY & MATHER SINGAPORE	SINGAPORE	Short List
BIRDSEYE DE-DE / EMAIL APPLICATION			DE-DE New York	USA	Short List
I02 Best Visual Design/Aesthetic
WWF TOGETHER WORLD WILDLIFE FUND / WORLD WILDLIFE FUND			AKQA Washington	USA	Silver Lion
CLOUDS OVER CUBA THE JFK PRESIDENTIAL LIBRARY & MUSEUM / CUBAN MISSILE CRISIS 50TH ANNIVERSARY			THE MARTIN AGENCY Richmond	USA	Bronze Lion
CALENDARWATCH DENKWERK / CALENDARWATCH			DENKWERK Cologne	GERMANY	Short List
SINGULAR MASTERPIECE VOLKSWAGEN / VOLKSWAGEN PHAETON			OGILVY BEIJING	CHINA	Short List
MIRRORWORLD CORNELIA FUNKE / IPAD APP			MIRADA Los Angeles	USA	Silver Lion
I03 Best User Experience
WWF TOGETHER WORLD WILDLIFE FUND / WORLD WILDLIFE FUND			AKQA New York	USA	Bronze Lion
KETTLER S-FIT APP KETTLER / KETTLER RACER S			ICONMOBILE GROUP Berlin	GERMANY	Short List
CLOUDS OVER CUBA THE JFK PRESIDENTIAL LIBRARY & MUSEUM / CUBAN MISSILE CRISIS 50TH ANNIVERSARY			THE MARTIN AGENCY Richmond	USA	Gold Lion
THE WORLD’S FIRST INTERACTIVE OBITUARY FUNERARIAS J. GARCIA LOPEZ / FUNERARIAS J. GARCIA LOPEZ			GANEM GROUP Mexico City	MEXICO	Short List
PENGUIN NAVI SUNSHINE CITY CORPORATION / SUNSHIN AQUARIUM			HAKUHODO Tokyo	JAPAN	Bronze Lion
MOBILIZING THE 12TH MAN C. S. HAMMAM-LIF / FOOTBALL CLUB			MEMAC OGILVY LABEL TUNISIA Tunis	TUNISIA	Short List
YOUR KIDS FIRST EMAIL MAILY / YOUR KIDS FIRST EMAIL			FONK Amsterdam	THE NETHERLANDS	Short List
I04 Best Content created for Mobile
MOBILE ORCHESTRA AKQA / PRODUCT			AKQA New York	USA	Short List
FLY DELTA DELTA AIR LINES / AIR TRAVEL			AKQA Washington	USA	Short List
MIRRORWORLD CORNELIA FUNKE / IPAD APP			MIRADA Los Angeles	USA	Short List