The technology behind the campaign was ‘brutally simple’ she said, ‘but the combination of how and why is what made it incredibly special’. Washington told Contagious that she was looking for breakthrough creativity rather than breakthrough technology when it came to the top campaigns: ‘If you were to look at the mobile category through the lens of just breakthrough technology, the category would be incredibly small.’
Washington told Contagious that she had initially expected the Grand Prix would go to Peruvian supermarket Plaza Vea’s Redesigning for E-nclusion website for people in rural areas with poor internet connection. While the campaign eventually won a Bronze Lion, Washington said that it served as a reminder that ‘We can't forget that there's always an opportunity for innovation [within] existing technology.’
Gold Winners in Mobile /
Renault – Plug Inn, for Renault, by Publicis Sapient, Paris
Transparency Card, for Congresso em Foco by AKQA, Sao Paulo
