Y&R Singapore, BBH China and Australia’s Naked selected for Cannes Chimera

Cannes ChimeraThree out of four agencies that have been selected for this year’s Cannes Chimera, a competition to find ideas that “change the world”, are from Asia Pacific.

The four winners were selected from 870 entries, and each get US$100,000 of funding to develop their ideas.

They have been invited to attend a workshop at the Bill & Melinda Gates Foundation in Seattle this November, where they will be mentored by previous Cannes Lions Grand Prix winners.

The challenge this year was to find a way to encourage millennials to care about global health issues.

The winning ideas:

Personal social responsibility – Manning Gottlieb OMD – UK

Personal Social Responsibility (PSR) is inspired by the existing CSR (Corporate Social Responsibility) system. PSR introduces a point system that ranks personal altruism and every day acts that help address the biggest problems in the world, from sharing relevant content on social media, to donating and volunteering.

The Finish Line – Y&R, Wunderman – Singapore

Takes all Global Health and Development problems and breaks it down by geography, demographics, and actions towards eradication until we are able to present it as viable steps that are needed to achieve that immediate goal. It makes the problem seem defeatable and most importantly, it makes the effort needed immediate and result oriented.

Watch for good – Naked Communications – Australia 

Today, as pre-roll and interruptive video ads become more pervasive, ‘skip’ functionality is increasingly common as a way of ameliorating viewer frustration. This initiative partners with providers to add another option to their ad format – ‘Watch For Good’. By pressing the ‘Watch For Good’ button instead of ‘skip’, they watch the ad in full. The advertiser pays the same pay-per-view cost, but the publisher shares this, donating a defined portion of it to the Watch For Good fund, which then invests in various altruistic projects.

Plight Map – BBH – China

The closest many Millennials get to the developing world is when they fly over it, en route to first-world holiday destinations. Recognising this, Plight Map is an inflight map, re-designed as an interactive storytelling platform. It tells airline passengers exactly what’s below them on the ground – and lets them know what issues are happening there, in real-time.

Lions Festivals CEO Philip Thomas said: “The four successful ideas show how technology can bridge gaps and create greater awareness to really help others. The workshops with the Cannes Chimera will allow for further exploration of the strengths and challenges of the projects with the end result bringing us one step closer to achieving our goal to change the world.”


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