Here are a few of the top Outdoor Lions winners at the 2016 Cannes Lions International Festival of Creativity.
This year’s Grand Prix was awarded to Colenso BBDO New Zealand for its ingenious campaign to create clean-burning, conflict-free biofuel from the leftover yeast from the brewing process of Heineken New Zealand’s DB Export beer – Brewtroleum.
What better way to get people to drink more beer than to add the benefit of saving the planet to the equation? The brand teamed up with biofuel provider Gull to create the product, which was launched last summer and made available at 60 gas stations across New Zealand. People could also get a discount on the fuel when they bought the beer at the stations.
Another big winner was McCann and Microsoft’s “Survival Billboard,” which took home six Lions, including one Gold Lion.
In this campaign, Xbox challenged eight fans to survive 24 hours on a billboard to mark the release of the new Tomb Raider game. Beginning at 1pm on 12 November, the contestants were plonked on a billboard in London Bridge and exposed to simulated weather conditions. The public got to decide when contestants were subject to bouts of heat, wind and snow by voting through an over-18s-only website, on which their progress was also streamed live.
Probably the most extraordinary winner was “The Next Rembrandt,” a mind-boggling project created for ING Bank in the Netherlands.
It won two Outdoor Gold Lions and two Grand Prix (in Cyber and Creative Data), over and above twelve other Lions at the Festival. It’s easy to see why…
In a fascinating merging of creativity and technology, developers and technicians at J. Walter Thompson Amsterdam taught a computer to paint like Rembrandt by having it study the old master’s works. Data on everything from his use of color, his brush strokes and facial geometries was gathered and fed into the machine for months.
The resulting painting, a completely new portrait, was 3-D printed in some 14 layers. It consists of over 148 million pixels based on 168 263 painting fragments from all 346 of Rembrandt’s paintings.
Virtually indistinguishable from the real thing, this work of art (can we still call it that?) feels remarkably familiar, as if, without knowledge to the contrary, one could easily argue that it must have been painted by Rembrandt himself. And it certainly sparked a heated global discussion about the relationship between artificial intelligence and creativity.