The Cannes Mobile Lions winners 2013: the award-winning mobile campaigns with case studies and videos

Update (June 2014): The 2014 Cannes Mobile Lions winners are here.

Awards: Cannes Lions International Festival of Creativity
Founded: 1954; Mobile Lions launched 2012.
Deadline for entries: March.
Entry fee (for Mobile Lions): €399 (US $528.65) for international entries €478.80 (US $634.37) for UK entries.
Number of entries: 1,061.
Winners announced: June.
Prize: (much coveted) Lion trophy.
mobiThinking verdict: mobiThinking campaigned for years for a Mobile Lions category at Cannes, so it’s good to see it attract a whopping 965 entries in 2012 and 1,061 in 2013. (All the stats are analyzed here). The quality and variety of winners is pretty impressive, highlighted by an SMS-based m-learning initiative from the Philippines winning the Mobile Lions Grand Prix 2013. The most excellent thing about Cannes is that most entrants prepare an enlightening video case study (most of which you will find below).
In 2012, the mobile categories were carefully crafted (disclosure: mobiThinking was one of the advisers to the Cannes organizers as the mobile Lions was set up), to help to avoid the tsunami of branded novelty apps which monopolize other mobile awards.
Judges: Rei Inamoto, AKQA (USA); Christopher Miller, Draftfcb (USA); Dirk Freytag, (Germany); Gaston Legorburu, SapientNitro (USA); Hiroki Nakamura, Founder, Party (Japan); HyeRan Park, SK Telecom (South Korea); Justin Baird, Partner, Jumptank (Australia); Magnus Jacobsson, DDB Stockholm (Sweden); artin Lange, Ogilvy & Mather (USA); Matias Palm-Jensen, McCann Erickson EMEA (UK); Michel Lent, Pereira & O’Dell (Brazil); Scott Seaborn, XS2 (UK).
Previous mobile winners with video case studies: Cannes Lions 2012 • Cannes Lions 2011 • Cannes Lions 2010.

• Guide to mobile awards • World Summit Mobile Awards • EMMAs • Smarties (MMA Awards) • Global Mobile Awards • Cannes Lions • Meffys • Webby Awards •

• Congratulations winners, if you would like to see your video case study featured here, or if we’ve have missed any award-winning mobile campaigns at Cannes, please contact: editor (at) mobiThinking.com.
Essential reading for all prospective awards entrants:
• The rise of mobile Web, mobile for good and other trends from Cannes Mobile Lions 2013.
• Confessions of a inaugural Cannes Mobile Lions jury member.
• Mission possible: how mobile helps companies deliver strategic objectives.

Grand Prix winners

TXTBKS (The Philippines)

Awards: Grand Prix Mobile Lion.
Category: G01 Messaging Campaigns, including SMS, MMS and Mobile Email.
Brand: Smart Communications.
Agency: DDB DM9jaymesyfu Makati City
Summary: In developed countries, tablets and e-readers have become the solution to large, heavy textbooks. But for Philippine public schools students, even the cheapest model is worth more than what their families make in a month. In fact, the only gadgets most own are one or two old analog mobiles phones, used mainly for texting. This is tragic because they’re the ones who need a textbook alternative the most. Kids as young as seven must bring up to 22 books daily, leaving them exhausted and unfocused even before their first class—and in many documented cases, afflicted with scoliosis. But what if you could use these millions of phones to create a new brand of textbook? So Smart, the Philippines’ largest telecommunications company, introduced Smart TXTBKS. Over six months, we collaborated with respected textbook authors and publishers to refine official school texts into 160-character messages. These were then programmed into the inboxes of thousands of inactive surplus SIM cards. Which were then repackaged into new Smart TXTBKS. So it turned even the oldest analog phones into a new type of e-reader. And old text SIM cards into a new brand of textbook. It was launched in the partner schools that needed it most. And a quarter after, this simple—and, in fact, low-tech—solution had made a profound sustainable impact. School bags were 50 percent lighter, attendance was 95 percent, and average test performance was 90 percent during implementation.
And with petitions and pledges from schools, families, and education sector members, TXTBKS is going even further, with plans underway for more subjects and grade levels; kits so schools can reproduce as many TXTBKS as they need for free; and a roll-out across the Philippines.
More information: See this blog post • submission.

Video case study: TXTBKS (The Philippines).

The Selfscan Report (Germany)

Awards: Grand Prix Design Lion; Silver Design Lion.
Category: A10iii Graphic Design & Design Crafts: Large Business.
Brand: Auchan.
Agency: Serviceplan Munich.
Summary: The main objective for Auchan, one of the biggest hypermarket chains in Europe, was to create a sustainability report, which is sustainable by itself. Therefore we not only wanted to create a report that requires as little paper as possible, but especially use the existing channels of distribution for our idea. We used the receipts given to the customers as the medium for our sustainability report. We put barcodes on these receipts that the customers could scan by using a scan-app. By doing so the content of the report immediately appeared on their smartphones. Per report we saved over 99 percent paper. And within one week we reached more than 1.5 million people compared with pervious year. The sustainability report was very well received and the feedback was unanimously positive.
More information: submission.

Video case study: The Selfscan Report (Germany.

Gold winners

• Includes both Mobile Lions and mobile campaigns that won in other Lions categories.

Clouds over Cuba (USA)

Awards: 2x Gold Cyber Lion; Gold Mobile Lion; Silver Mobile Lion; Silver Cyber Lion; Silver Design Lion; Bronze Mobile Lion.
Category: I03. Mobile: Craft: Best User Experience. Cyber: Websites & Microsites: Charities, Public Health & Safety, Public Awareness Messages. Cyber: Craft: User experience.
Brand: JFK Presidential Library & Museum
Agency: The Martin Agency, Richmond.
Summary: An interactive multimedia documentary commemorating the 50th anniversary of the Cuban Missile Crisis. The main feature: lays out the full story of the Crisis, beginning in 1959 and continuing on until the missiles are removed in October 1962. Historical dossier: As you watch, 200 archival photos, videos, documents and audio recordings are automatically added to a digital dossier for further review at any time. Mobile sync: Smartphone users can link their phones with the film so these items get automatically sent to their phone in sync with the documentary playback. Expert interviews: 15 different subjects are explored in greater depth via expert interviews. Calendar integration: Follow the crisis “live” in real time by importing all JFK’s secret ExComm recordings into your iCal or Google calendar, so you can “attend” the meetings live, 50 years after they happened. What If? A short film set in an alternate 2012 in which the Cuban Missile Crisis escalated into nuclear war 50 years earlier, this intertwining tale tells the story of four fictional characters who each remember the horrors of nuclear war in their own way.
More information: Case study • Submission • How Cannes winners used mobile Web.

Video case study: Clouds over Cuba (USA).

Third Eye (Singapore)

Awards: 2X Gold Direct Lions; Silver Mobile Lion; Bronze Promo Lion.
Category: B02. Best Use of Digital Direct Marketing: Mobile Marketing; B12. Product & Service: Public Health & Safety, Public Awareness Messages.
Brand: Starhub Mobile
Agency: DDB Group Singapore
Summary: StarHub Mobile is one of the largest Telcos in Singapore with 2.2 million subscribers in a country of 5 million people. Leveraging on its reach, we partnered StarHub Mobile with the Society of Visually Handicapped in a micro-volunteering project called Third Eye. This initiative is designed to end the social isolation experienced by the visually impaired. The Third Eye experience can be likened to having volunteers sit with the visually impaired, spend time with them and describe the world to them. Third Eye is designed to crowdsource vision and care for the visually impaired. With Third Eye, we connected a community of micro-volunteers to the visually impaired. Using inbuilt iOS and Android’s accessibility features, a visually impaired person can easily take a picture of anything with a touch. The image is then shared with micro-volunteers in real-time as a query. The volunteers can describe the image to the visually impaired, from wherever they are, making volunteering effortless, easy and instant. The replies are then converted from text to speech for the visually impaired. The project has just launched, but the current approximate ratio of micro-volunteers to visually impaired is already 12:1, replies within the first 20 seconds is 3.7 and incorrect responses is less than 0.004%. “Project Third Eye demonstrates that together we can change lives. I believe it’ll open more than just eyes, it’ll open hearts.” Michael Tan, Executive Director, Society of the Visually Handicapped.
More information: Case study; Submission.

Video case study: Third Eye (Singapore).

Back To Vinyl – The Office Turntable (Germany)

Awards: Gold Media Lion; Gold Design Lion.
Category: Media Lion: Use Of Media: Best Use Of Audio. Design Lion: Graphic Design & Design Crafts: Promotional Item.
Brand: Kontor Records.
Agency: Ogilvyaction Düsseldorf.
Summary: Kontor, the world’s biggest dance-music label, wanted to promote the new Boris Dlugosch release to the advertising industry. But they were targeting the world’s most un-impressible audience: agency creative directors. These guys either pass promo CDs onto their secretaries or, more often, just bin them. We had to find a way to get through to all of them so that they would actually listen to the new Kontor release. Just like every good DJ knows – there’s a unique way to get your audience really tuned in – real vinyl. So that was what we would send the creative directors. No CD, MP3 or USB – just good-old fashioned RPM. But, as cool as vinyl might be, few creative directors own a turntable anymore. So, we – literally – put a spin on things. Together with the vinyl disc, we mailed them a ‘turntable’ – made from the envelope, and a QR code to play it. Our audience just had to flip the envelope and then put the disc on the ‘turntable’. They could then activate the QR code with their phone, place it over the record and listen to the new track. Plus, they could also play other tracks, or contact Kontor via the connect icon. 71 percent of the 900 Turntable QR codes were activated. That’s 64 percent more than the average response. We also got a lot of great feedback – from some of the industry’s most important people. 42 percent followed the link to the Kontor Online Store.
More information: Submission • How Cannes winners used mobile Web.

Video case study: Back To Vinyl – The Office Turntable (Germany).

World Wide Maze (Japan)

Awards: Gold Mobile Lion; 2x Silver Mobile Lions.
Category: E02. Mobile games: Services.
Brand: Google.
Agency: Party Tokyo.
Summary: To demonstrate the power of the Chrome browser on both PC and Mobile, we created “World Wide Maze.” By using WebSocket, WebGL, and the Chrome Tab Sync function, we created a game where you can turn any website into a 3D maze and play using your smartphone. Simply connect Chrome on your PC and mobile with Tab Sync, and search for any site you want to play. Once its transformed into a stage, control the ball by tilting your smartphone and head to the goal. Points will be given based on the time and number of items you picked up along the way, which you can share and compete scores with your friends. As a result, World Wide Maze became a huge buzz in global press and social media and drove Chrome usage on both PC and mobile, allowing millions of people to experience the internet in a whole new way.
More information: Case study • Submission • How Cannes winners used mobile Web.

Video case study: World Wide Maze (Japan).

Missing Children (China)

Awards: Gold Mobile Lion; 2x Silver Mobile Lions.
Category: C05 Mobile Applications: Charities, Not For Profit And Public Information.
Brand: Baobeihuijia.Com – ‘Baby Back Home’ Volunteers Association.
Agency: JWT Beijing.
Summary: In China, over 20,000 children go missing each year. Abducted not for ransom but sold into slave labor, prostitution, or a life on the streets as beggars. For the parents, hope to find their children in a country so big, is small. Baby Back Home helps families by publishing missing profiles on their website. Unfortunately, with little success. They desperately needed a more effective means to find these missing children. Idea: To enable anyone who owns a smartphone to become an instant search volunteer just by taking a photo of a child they suspect may be lost or stolen. The Missing Children APP then compares the image to Baby Back Home’s missing persons database to identify a match. With Face Recognition Technology, the result is almost instantaneous. Results: In the first week, we had two long-awaited family reunions. Over 20,000 APP downloads means lots of search volunteers.
More information: Case study • Submission.

Video case study: Missing Children (China).

Free The Forced! (Germany)

Awards: Gold Mobile Lion; Silver Mobile Lion; Bronze Media Lion.
Category: B05. Mobile Websites and Web apps: Charities, not for profit and public information.
Brand: United Nations Association Of Germany.
Agency: Cheil Schwalbach.
Summary: Every year 60,000,000 women are forced to marry. The United Nations Association of Germany wants to help the victims and make this invisible crime visible. On a bridge full of “love padlocks” in Cologne, we put up 3,500 padlocks representing women trapped in a forced marriage. Via a QR Code on each lock people donated and received a number code to open the lock and free a woman – at the same time spreading the word with social media functions. In three days: Almost all locks were opened and donations for the UN trust fund to end violence against women went up by 279 percent. Also 570,000 people got involved on social media channels and media reach came to a total of 5.3 million.
More information: Case study • Submission • How Cannes winners used mobile Web.

Video case study: Free The Forced! (Germany).

Scrabble WIFI (France)

Awards: Gold Mobile Lion; Silver Mobile Lion.
Category: A01. Creative use of technology: activation by location or proximity.
Brand: Mattel.
Agency: Ogilvy Paris.
Summary: Today, mobiles connect people across the world, help us organize our lives and entertain us with hundred of games. But the more we use them, the more we forget how to spell. Our goal was to convince smartphone users to play their first scrabble word. And in order to succeed, we’ve rewarded them with what they need the most: a WIFI connection.
Bases on scrabble rules, the higher your score, the longer your connection. A scrabble WIFI van was travelling around Paris, delivering WIFI connection. It was parking in front of parks, museums, shopping center…
Thanks to this campaign and its success the client wants to install Scrabble WIFI as the most playful way to get connected everywhere. We are already talking about partnership with airports, highway rest top, resorts and fast-food restaurant for the second step of the campaign.
More information: Case study • Submission • How Cannes winners used mobile Web.

Video case study: Scrabble WIFI (France).

ScoreCleaner Notes (Sweden)

Awards: Gold Mobile Lion; Silver Mobile Lion.
Category: C03 Mobile Applications: Media, Entertainment And Leisure.
Brand: DoReMIR Music Research AB.
Agency: Mobiento Stockholm.
Summary: Inspiration can surprise you, because great ideas just happen. ScoreCleaner captures your musical ideas, in the moment. It’s the only mobile app that translates a recording into a musical score – just press record and then start singing, playing, or humming. The app’s unique technology, developed from years of sound research, translates your melodies and rythms into sheet music, and the intuitive mobile user interface makes it very easy to use. ScoreCleaner even syncs through the Cloud, so later you can take your idea further, and easily pass the music on. The underlying technology performs a musically intelligent interpretation of pitch, time signature, rhythm/meter, and tempo directly from monophonic audio input. There are no limitations with regards to musical style – ScoreCleaner tracks composite meters, syncopation, minor/major keys, free rhythm, and more. When finished, you can play the song back, using either MIDI piano sound or the original recording, store it in the ScoreCleaner Cloud service, and continue editing it in ScoreCleaner Desktop.
More information: App • Submission.

Video case study: ScoreCleaner Notes (Sweden).

Window Shopping (Finland)

Awards: Gold Cyber Lion; Bronze Mobile Lion; 2x Bronze Media Lions.
Category: Other Digital Channels.
Brand: Adidas Neo.
Agency: TBWA Helsinki.
Summary: Why is “window shopping” missing the shopping part? We set out to change a piece of retail forever. Within 10 months of rapid prototyping, we built a system that turns any storefront window into a fully functional virtual store with the most responsive user experience ever. By combining the storefront with the already existing eCommerce, the system effectively extends store opening hours to 24/7. Since the “first screen” of our target audience is the mobile, a major part of the success was to find the simplest possible way to connect with that device. But we also knew that we had incredibly short time to establish that connection. Asking people to download a custom app was out of the question and QR offered a too unreliable experience. In the end we built everything in HTML5. Window interface and mobile. Through a by-directional connection via a simple URL, the users paired their mobiles with a one-time PIN. From that on, the user could simply drag products into a shopping bag on the window, to see them instantly appear on their device. A true wow effect. The mobile site was plugged straight into the adidas eCommerce system, essentially operating as a mini eCom in itself. If shoppers shared their list of products it was a responsive design, looking great on a laptop or tablet too. If friends changed sizes, colors etc, they could re-share their own unique list. This increased the impact of just one person trying the window. The result was great! We had daily conversion, which proved the viability of the system. Because of that we are now looking on how to scale up. If someone interacted with the system, up to 90% of bypassers attention was caught and around 1 in 4 entered the store after playing with the window. We put shopping into window shopping!
More information: Case Study. Submission • How Cannes winners used mobile Web.

Video case study: Window Shopping (Finland).

Second life/Reborn apps (Belgium)

Awards: Gold Mobile Lion; Bronze Direct Lion.
Category: C05 Mobile Applications: Charities, Not For Profit And Public Information.
Brand: Reborn Organ Donation Foundation
Agency: Duval Guillaume Modem Antwerp.
Summary: In Belgium, every year 300 people die because they don’t get a new organ in time. That’s one almost every day. That’s why the Belgian non-profit organization ReBorn to be Alive is always looking for new and relevant ways to find more organ donors and to inform people about the problem. Idea: These days, every big event has its own smartphone application. When the event is over, the app loses its purpose and remains unused. However, a lot of people still keep the app on their phone. We asked big event organizers to give their apps a second life in order to find people who want to give their organs a second life. Via the so-called Reborn App, people learn about organ donation and can easily sign up as an organ donor. Results: Three of the biggest Belgian events already had their app Reborn, reaching circa 60.000 possible new organ donors. During the rest of the year, as events come and go, more major events have already committed to giving their app a second life as well, resulting in a total reach of around 140.000 people.
More information: Case study • Submission.

Video case study: Reborn apps (Belgium).

Old Phones Give New Life (Singapore)

Awards: Gold Mobile Lion.
Category: C02. Mobile Applications: Services.
Brand: Singtel: Project Silverline.
Agency: Ogilvy & Mather Singapore.
Summary: Singapore has one of the fastest growing aging populations in the world, but as the country develops, many seniors don’t have access to technology and are losing touch with the world. They grow increasingly isolated and estranged from the society – which contribute to health problems. Project SilverLine was commissioned to help connect the seniors back to the community. To help connect seniors back to the community, used smartphones are collected and refurbished with senior-friendly apps, which help seniors to: read daily quotes and interesting facts keep their minds active; get daily reminders to take their daily medication; capture moments with the camera function and share experiences with friends; connect with family and friends using a picture speed dial; and call for an ambulance easily in the event of an emergency. Seniors are then taught to use the phones so they can reconnect with family, friends and the community. Via the project over 1,000 seniors were reconnected back to the community through refurnished phones.
More information: Case study • Submission.

Video case study: Old Phones Give New Life (Singapore).

Get Cash (UK)

Awards: Gold Mobile Lion.
Category: C02. Mobile Applications: Services.
Brand: RBS.
Agency: SapientNitro.
Summary: GetCash offers NatWest and RBS customers an easy fix for lost or forgotten cards, a way to quickly send money to family or friends in need, or a choice of leaving their wallets at home in favour of their mobile phones. GetCash solves this in a totally secure and painless way for the first time anywhere in the UK. The number of NatWest and RBS customers that leave the house for work or a big night out, only to find they’ve left card or wallet or purse behind, is huge. But the one thing they will always remember is their smartphone. With GetCash, you choose the amount of cash you would like to withdraw on your mobile. You’re then provided with a one-use only secure code that can be used at any 1 of over 8,000 ATM’s in the UK. Since the launch on 13th June 2012 over 161,900 GetCash requests with a total value of £5.5 million have been processed.
More information: Case study • Submission.

Video case study: Get Cash (UK).

Track My Macca’s (Austraila)

Awards: Gold Media Lion.
Category: Use Of Media: Best Use Of Mobile Devices.
Brand: Mcdonald’s Austraila.
Agency: DDB Sydney/OMD Australia.
Summary: For over a decade McDonald’s have tried to change people’s negative perceptions of their food. The traditional channels haven’t worked: 50 percent of Australians don’t trust their ingredients. How could we change attitudes and bring some magic back to the restaurant experience? TrackMyMacca’s is an augmented reality mobile app, that lets customers track where the ingredients in the food they just bought came from. TrackMyMacca’s uses the iPhone’s GPS to find out which restaurant you’re in. Image recognition software triggered by McDonald’s packaging (188 million pieces were changed) calculates what you’re about to eat. By combining this with the date and time, the App accesses McDonald’s comprehensive supply chain in real-time to find out the story of the exact product sat in front of you. 3D augmented reality then turns restaurant tables into stages, letting users pick an ingredient and find out all about it. Customers can then share their experience via Facebook and encourage their friends to try the App themselves. In the first month relying on owned media alone: the App was downloaded 45,883 times (that’s once per minute!); over 51,327 people viewed our demo video and engagement was strong with 62,219 views on the core messaging screens; close to 25% of users experienced the full journey through the 3D augmented world, finally ‘meeting’ one of the farmers who supply ingredients in the product they just tracked; TrackMyMacca’s received 660m impressions worth of Global PR coverage on launch.
More information: Submission.

Video case study: Track My Macca’s (Austraila).

Cannes Mobile Lions winners and shortlist by category

• Includes video case studies from Silver and Bronze Lions winners not shown above.

A. Creative use of technology

A01. Creative use of technology: activation by location or proximity
Gold: Scrabble Wifi (France) – Mattel/Scrabble/Ogilvy Paris (see case study above and How Cannes winners used mobile Web).
Silver: Most Valuable Check-In (Canada) – Missing Children Society Of Canada/Grey Group Toronto.
Bronze: NFC Charity Stickers (Hong Kong) – Unicef HK/Cheil Hong Kong.
Bronze: Bluetooth Diaper Alert (Brazil) – P&G/Africa Sao Paulo.
Shortlist:
• The End of The Silent Magazine (Brazil) – Billboard/Ogilvy São Paulo.
• Air Check In (Brazil) – Sky Company Skydiving/Age Isobar São Paulo.

Video case study: Most Valuable Check-In (Canada).

A02. Creative use of technology: Augmented mobile experience
Silver: Missing Children (China) – Baobeihuijia.Com/JWT Beijing (see case study above).
Silver: The World’s First Interactive Obituary (Mexico) – Funerarias J. Garcia Lopez/Ganem Group Mexico City (see How Cannes winners used mobile Web).
Silver: Penguin Navi (Japan) – BRAND/Hakuhodo Tokyo (see case study below).
Shortlist:
• Newspaper With Children (Japan) – The Tokyo Shimbun /Dentsu Tokyo (see case study below).
• Track My Macca’s (Australia) – Mcdonald’s Austraila/DDB Sydney (see case study above).

Video case study: The World’s First Interactive Obituary (Mexico).

A03. Creative use of technology: Use of multiple screens or networked mobile technology
Silver: Third Eye (Singapore) – Starhub Mobile/DDB Group Singapore (see case study above).
Silver: Mobile Orchestra (USA) – AKQA (see How Cannes winners used mobile Web).
Silver: World Wide Maze (Japan) – Google/Party Tokyo (see case study above and How Cannes winners used mobile Web).
Bronze: Window Shopping (Finland) – Adidas Neo/TBWA Helsinki (see case study above) and How Cannes winners used mobile Web).
Bronze: Easy Way Subtitles (Brazil) – Easy Way Language Center/Loducca São Paulo.
Shortlist:
• Durexperiment Fundawear (Australia) – Reckitt Benckiser/Durex/Havas Worldwide Sydney.
• Super Sync Sports (United Kingdom) – Google.

Video case study: Mobile Orchestra (USA).

A04. Creative use of technology: Other technology for mobile.

Silver: Scorecleaner (Sweden) – DoReMIR Music Research/Mobiento Stockholm (see case study above).
Silver: Natalia Project (Sweden) – Civil Rights Defenders/RBK Communication Stockholm.
Silver: Mobilizing The 12th Man (Tunisia) – C.S. Hammam-Lif / Football Club/Memac Ogilvy Label Tunisia Tunis. (see case study below).
Silver: Gadget Show World Tour (Netherlands/United Kingdom) – Channel 5 The Gadget Show/XS2theworld Amsterdam.
Shortlist:
• Self (Singapore) – Association Of Women For Action & Research/Lowe Singapore.
• The Talking Shoe Mobile App (USA) – Google/72andSunny Los Angeles.
• The Talking Window (Germany) – Sky Deutschland/BBDO Düsseldorf.
• The Track-List Guest List (Sweden) – Bonnier Art Gallery/DDB Stockholm.
• Full Control (Japan) – KDDI Corporation/Rhizomatiks Tokyo.

Video case study: Natalia Project (Sweden).

Video case study: Gadget Show World (Netherlands/United Kingdom).

B. Mobile Websites and Web apps

B01. Mobile websites and web apps: Products
Bronze: Instagram Menu (USA) – Comodo/Raul X Mihai X Mihnea Brooklyn.

Video case study: Instagram Menu (USA).

B02. Mobile Websites and Web apps: Services
Silver: A New Breed Of Website For A New Breed Of Agency (UK) – Nimbletank (see How Cannes winners used mobile Web).

Video case study: A New Breed Of Website For A New Breed Of Agency (UK).

B03. Mobile Websites and Web apps: Media, Entertainment and Leisure
Silver: Scrabble Wifi (France) – Mattel/Scrabble/Ogilvy Paris (see case study above and How Cannes winners used mobile Web).
Shortlist:
• Back To Vinyl (Germany) – Kontor Records/Ogilvyaction Düsseldorf (see case study above).
• Back To Life (France) – Canal+ Les Revenants/BETC Paris (see the 360 degree Les Revenants mobile site.

Video case study: Back To Life (France).

B04. Mobile Websites and Web apps: Social media
Bronze: #Winagainsttheelements# (China) – Nike/AKQA Shanghai.

Video case study: #Winagainsttheelements# (China).

B05. Mobile Websites and Web apps: Charities, not for profit and public information
Gold: Free The Forced! (Germany) – United Nations Germany/Cheil Schwalbach (see case study above and How Cannes winners used mobile Web).
Shortlist: Hashtag Killer (USA) – Water Is Life/DDB New York.

C. Mobile applications

C01. Mobile applications: Products
Bronze: Uniqlo Wake Up (Japan) – Uniqlo/Projector Tokyo.
Bronze: Murphy’s When It Rains It Pours (Ireland) – Heineken Murphy’s/Publicis Dublin.
Shortlist:
• Bluetooth Diaper Alert (Brazil) – P&G/Africa Sao Paulo.
• Kettler S-Fit App (Germany) –Kettler/Iconmobile Berlin.
• Perfect Pace (Brazil) – Asics/Borghi/Lowe São Paulo.
• The Record Re-Calculator (Sweden) – Mcdonald’s Sweden/DDB Stockholm.
• Group Alarm (China) – Yili Milk/Cheil Opentide Beijing.
• Designated Texter (Honduras) – Sab Miller/4am Saatchi & Saatchi Tegucigalpa.

Video case study: Murphy’s When It Rains It Pours (Ireland).

C02. Mobile applications: Services
Gold: Old Phones Give New Life (Singapore) – Singtel Project Silverline/Ogilvy & Mather Singapore (see case study above).
Gold: Get Cash (United Kingdom) – RBS/SapientNitro London (see case study above).
Silver: Drive Awake (Thailand) – BRAND/BBDO Proximity Bangkok.
Bronze: Weather To Wake (New Zealand) – Metservice/Y&R Wellington.
Bronze: Secret Fishing Spots (New Zealand) – Hutchwilco/DDB Auckland (see case study below).

Video case study: Drive Awake (Thailand).

C03. Mobile applications: Media, entertainment and leisure
Gold: Scorecleaner (Sweden) – DoReMIR Music Research/Mobiento Stockholm (see case study above).
Silver: Kaizervirus (Norway) – Kaizers Orchestra/Anorak Oslo.
Shortlist:
• Grolsch Photo Machines (Sweden) – Grolsch Beer/Naked Communications Stockholm.
• Super Heroes Movie Maker (USA) – Lego DC Universe/Pereira & O’dell San Francisco.
• Calvin Harris 18 Months (United Kingdom) –Columbia Records/We Make Awesome Sh.

Video case study: Kaizervirus (Norway).

C04. Mobile applications: Social media
Silver: Mastercard Miyamo (Mexico) – Mastercard/R/GA New York.

Video case study: Mastercard Miyamo (Mexico).

C05. Mobile applications: Charities, Not for Profit and Public Information
Gold: Second-Life Apps (Belgium) – Reborn Organ Donation Foundation/Duval Guillaume Modem Antwerp (see case study above).
Gold: Missing Children (China) – Baobeihuijia.Com/JWT Beijing (see case study above).
Bronze: BHF – Mini Vinnie (United Kingdom) – The British Heart Foundation/Grey London.
Bronze: Level .06 (Sweden) – Systembolaget/Forsman & Bodenfors Gothenburg.
Shortlist: Saving Your Future (Japan) – Yahoo Japan Corporation .

D. Tablets and other devices

Silver: Clouds Over Cuba (USA) – JFK Presidential Library & Museum/Martin Agency Richmond (see case study above and How Cannes winners used mobile Web).
Bronze: Toothbrush Games (Germany) – LZG (German National Center for Health Information/Ogilvy Frankfurt.
Bronze: Fly Delta (USA) – Delta Air Lines/AKQA Washington.
Bronze: WWF Together (USA) – World Wildlife Fund/AKQA Washington (see case study below).
Bronze: Necomimi (Japan) – Necomimi/Dentsu.
Shortlist:
• The Singing Alphabet (United Kingdom) – Ministry Of Letters/Mother London.
• The Social Home Tour (Brazil) – Carvalho Hosken/Artplan Rio De Janeiro.

Video case study: Toothbrush Games (Germany)

E. Mobile games

E01. Mobile games: Products
Silver: Jackflush Brahva (Guatemala) – Brahva Beer/El Taier/Tribu DDB Guatemala City.
Shortlist:
• Quattro Experience (Canada) – Audi/Zulu Alpha Kilo Toronto.
• Street Quest (South Africa) – Volkswagen/Ogilvy & Mather Cape Town.

Video case study: Jackflush Brahva (Guatemala).

E02. Mobile games: Services
Gold: World Wide Maze (Japan) – Google/Party Tokyo (see case study above and How Cannes winners used mobile Web).

E03. Mobile games: Media, entertainment and leisure
Bronze: Tour Du Sofa (The Netherlands) – Skoda/Achtung! Amsterdam.

E04. Mobile games: Charities, not for profit and public information
No Shortlist.

F. Rich media advertising for mobile devices

Video case study: Screenshot (Brazil).

F01. Rich media advertising for mobile devices: Products
Bronze: The Brightest Online Ad (Germany) – Lupine Lighting Systems/Bike Digital/Publicis Munich.
Bronze: Screenshot (Brazil) – Audi R8/AGENCY AlmapBBDO São Paulo.

Video case study: The Brightest Online Ad (Germany).

F02. Rich media advertising for mobile devices: Services
No Shortlist.

F03. Rich media advertising for mobile devices: Media, Entertainment and Leisure
Shortlist: Instagram Takeover (Germany) – Swiss International Airlines/Serviceplan Munich.

F04. Rich media advertising for mobile devices: Charities, not for profit and public information
Silver: Crash (Brazil) – Peugeot/Y&R São Paulo.

Video case study: Crash (Brazil).

G. Messaging campaigns, including SMS, MMS and mobile email

Grand Prix: TXTBKS (The Philippines) – Smart Communications/DDB DM9jaymesyfu Makati City (see case study above).
Bronze: SOS By SMS (Brazil) – Obra Do Berco/DDB São Paulo.

Video case study: SOS By SMS (Brazil).

H. Best Integrated Campaign Led by Mobile

Silver: Missing Children (China) – Baobeihuijia.Com/JWT Beijing (see case study above).
Silver: Free The Forced! (Germany) – United Nations Germany/Cheil Schwalbach (see case study above and How Cannes winners used mobile Web).
Silver: Secret Fishing Spots (New Zealand) – Hutchwilco/DDB Auckland.
Silver: Mobilizing The 12th Man (Tunisia) – C.S. Hammam-Lif / Football Club/Memac Ogilvy Label Tunisia Tunis (see case study below).
Bronze: Easy Way Subtitles (Brazil) – Easy Way Language Center/Loducca São Paulo.
Shortlist: The Let’s Cafe My Latte Art Project (Taiwan) – Family Mart/Let’s Cafe/JWT Taipei.

Video case study: Secret Fishing Spots (New Zealand).

I. Craft

I01 Craft: Interface & navigation
Silver: World Wide Maze (Japan) – Google/Party Tokyo (see case study above) and How Cannes winners used mobile Web).
Shortlist:
• Old Phones Give New Life (Singapore) – Singtel Project Silverline/Ogilvy & Mather Singapore (see case study above).
• Birdseye (USA) – De-De Email Application.

I02. Craft: Best visual design/aesthetic
Silver: WWF Together (USA) – World Wildlife Fund/AKQA Washington.
Silver: Mirrorworld (USA) – Cornelia Funke/Mirada Los Angeles.
Bronze: Clouds Over Cuba (USA) – JFK Presidential Library & Museum/Martin Agency Richmond (see case study above and How Cannes winners used mobile Web).
Shortlist:
• Calendarwatch (Germany) – Denkwerk.
• Singular Masterpiece (China) – Volkswagen/Ogilvy Beijing.

Video case study: WWF Together (USA).

I03 Craft: Best user experience
Gold: Clouds Over Cuba (USA) – JFK Presidential Library & Museum/Martin Agency Richmond (see case study above and How Cannes winners used mobile Web.
Bronze: Penguin Navi (Japan) – Sunshine Aquarium/Hakuhodo Tokyo.
Bronze: WWF Together (USA) – World Wildlife Fund/AKQA Washington (see case study above).
Shortlist:
• Mobilizing The 12th Man (Tunisia) – C.S. Hammam-Lif / Football Club/Memac Ogilvy Label (see case study below).
• Kettler S-Fit App (Germany) –Kettler/Iconmobile Berlin.
• The World’s First Interactive Obituary (Mexico) – Funerarias J. Garcia Lopez/Ganem Group Mexico City (see case study above and How Cannes winners used mobile Web).
• Your Kids First Email (The Netherlands) – Maily/Fonk Amsterdam.

Video case study: Penguin Navi (Japan).

I03 Craft: I04 Best Content Created For Mobile
Shortlist:
• Mobile Orchestra (USA) – AKQA (see case study above and How Cannes winners used mobile Web).
• Fly Delta (USA) – Delta Air Lines/AKQA Washington.
• Mirrorworld (USA) – Cornelia Funke/Mirada Los Angeles.

Outdoor Lions (mobile winners)

Outdoor Lions: Various categories

Silver: Mobilizing The 12th Man (Tunisia) – C.S. Hammam-Lif / Football Club/Memac Ogilvy Label Tunisia Tunis.

Video case study: Mobilizing The 12th Man (Tunisia).

Cannes Cyber Lions (mobile winners)

Cyber Lions: Various categories

2xGold: Clouds Over Cuba (USA) – JFK Presidential Library & Museum/Martin Agency Richmond (see case study above and How Cannes winners used mobile Web).
Silver: The Movie Out Here (Canada) – Labatt Breweries Kokanee/Grip Limited Toronto.
Silver: Clouds Over Cuba.
2xBronze: Clouds Over Cuba.

Promo and Activation Lions (mobile winners)

Various categories

Silver: Mobilizing The 12th Man (Tunisia) – C.S. Hammam-Lif / Football Club/Memac Ogilvy Label Tunisia Tunis (see case study above).
Silver: Digital Public Library (Romania) – Vodafone/Mccann Erickson Bucharest.
Bronze: Natalia Project (Sweden) – Civil Rights Defenders/RBK Communication Stockholm (see case study above).
Bronze: Third Eye (Singapore) – Starhub Mobile/DDB Group Singapore (see case study above).

Video case study: Digital Public Library (Romania).

Cannes Design Lions (mobile winners)

Design Lions: Various categories

Grand Prix: The Selfscan Report (Germany) – Auchan/Serviceplan Munich (see case study above).
Gold: Back To Vinyl – The Office Turntable (Germany) – Kontor Records/Ogilvy Action Düsseldorf (see case study above).
Silver: Clouds Over Cuba (USA) – JFK Presidential Library & Museum/Martin Agency Richmond (see case study above and How Cannes winners used mobile Web)/a>.

Silver: The Selfscan Report (Germany) – Auchan/Serviceplan Munich (see case study above).
Shortlist: Back To Vinyl – The Office Turntable (Germany) – Kontor Records/Ogilvy Action Düsseldorf (see case study above and a href=”/news-comment/the-rise-mobile-web-mobile-good-and-other-trends-cannes-mobile-lions-2013″ target=”_blank”>How Cannes winners used mobile Web).

Cannes Direct Lions (mobile winners)

Direct Lions: Various categories (not including mobile marketing)

Gold: Third Eye (Singapore) – Starhub Mobile/DDB Group Singapore (see case study above).
Bronze: Digital Public Library (Romania) – Vodafone Romania (Mobile Internet)/McCann Erickson Bucharest (see case study above and How Cannes winners used mobile Web).

Direct Lions: B02 Mobile marketing

Gold: Third Eye (Singapore) – Starhub Mobile/DDB Group Singapore (see case study above).
Bronze: Second-Life Apps (Belgium) – Reborn Organ Donation Foundation/Duval Guillaume Modem Antwerp (see case study above).
Bronze: Shopelsewhere.Hk (Hong Kong) – Shopelsewhere.Hk/Ogilvy & Mather Group Hong Kong.
Bronze: Weather To Wake (New Zealand) – Metservice/Y&R Auckland.
Shortlist:
• Scrabble WIFI (France) – Mattel (Scrabble)/Ogilvy Paris (see case study above and How Cannes winners used mobile Web).
• Toothbrush Games (Germany) – LZG (German National Center for Health Information)/Ogilvy Frankfurt (see case study above).
• The Highest Goal (Japan) – Adidas Japan/TBWAHakuhodo Tokyo (see case study below).
• Back To Vinyl – The Office Turntable (Germany) – Kontor Records/Ogilvy Action Düsseldorf (see case study above and How Cannes winners used mobile Web).
• Vibe Tunes (Colombia) – Salvi Foundation/Cartagena Music Festival/Y&R Bogotá.
• Word Finder (Guatemala) – Pelikan Highlighter/Ogilvy Guatemala.

Video case study: Shopelsewhere.Hk (Hong Kong).

Cannes Media Lions (mobile winners)

Media Lions: Various categories (excluding Best use of mobile devices

Gold: Back To Vinyl (Germany) – Kontor Records/Ogilvyaction Düsseldorf (see case study above and How Cannes winners used mobile Web).
Silver: Mobilizing The 12th Man (Tunisia) – C.S. Hammam-Lif / Football Club/Memac Ogilvy Label Tunisia Tunis. (see case study below).
Silver: Digital Public Library (Romania) – Vodafone/Mccann Erickson Bucharest (see case study above and How Cannes winners used mobile Web).
Silver: Digital Earth Hour (China) – WWF China/BBH Shanghai (see How Cannes winners used mobile Web).
Silver: Par-King (Germany) –Smart/BBDO Berlin.
Silver: Share the Newspaper with Children (Japan) – Tokyo Shimbun/Dentsu Tokyo.
Bronze: Window Shopping (Finland) – Adidas Neo/TBWA Helsinki (see case study above and How Cannes winners used mobile Web).
Bronze: Free The Forced! (Germany) – United Nations Germany/Cheil Schwalbach (see case study above and How Cannes winners used mobile Web).

Video case study: Digital Earth Hour (China).

Video case study: Share the Newspaper with Children (Japan).

Cannes Media Lions: Best use of mobile devices

Gold: Track My Macca’s (Australia) – Mcdonald’s Austraila/DDB Sydney (see case study above).
Silver: The Highest Goal (Japan) – Adidas Japan/TBWA Hakuhodo/Robot Communications.
Silver: Par-King (Germany) –Smart/BBDO Berlin.
Silver: 1000 Stores (China) – Yihaodian/Ogilvy & Mather Shanghai.
Bronze: Window Shopping (Finland) – Adidas Neo/TBWA Helsinki (see case study above and How Cannes winners used mobile Web).
Bronze: Lend An Eye (Singapore) – Eureka Call Centre System/Grey Group Singapore.
Shortlist:
• Good Night: Dream Is, New Media (Japan) – GP Online/Yumemiru/Hakuhodo DY Media Partners.
• Old Phones Give New Life (Singapore) – Singtel Project Silverline/Ogilvy & Mather Singapore (see case study above).
• Happytable (Singapore) – Mcdonald’s/DDB Group Singapore.
• Spreading The Word, Not The Disease (USA) – Red Hot Aids Awareness/Wing New York.
• Penguin Navi (Japan) – Sunshine Aquarium/Hakuhodo Tokyo (see case study above).

Video case study: 1000 Stores (China).

Video case study: The Highest Goal (Japan).

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