Wain Choi’s Cannes Lions judging highlights

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Wain Choi_Cheil Worldwide.jpgWain Choi, SVP and Chief Creative Officer at Cheil Worldwide Seoul sat on the jury of Digital Craft at this year’s Cannes Lions. Here Choi gives an overall comment on the best work he saw this year.

The category of Digital Craft is still in its infancy. This is only its second year at Cannes Lions.

Jury members came from all different disciplines (creative, interactive experience and visual effects) and different countries (Argentina, Canada, France, Japan, Poland, South Korea, UK, and U.S.) which made for a more diverse and refreshing discussion.

All of the 11 jury members were there to award what represented Digital Craft in the best way possible. We were very conscious of what defined Digital Craft in order to set the bar for years to come.

It was unanimous decision to award the Grand Prix to Björk’s music video “Notget”. A real-time music video broke new grounds for VR. This piece of work redefines how we see space in the future.

Also one of my favorites in Digital Craft was the work from Gatorade, “G Active” which won Gold. Shooting water is very difficult, even if it is a single drop. Thousands of droplets were made into a human figure running and kick-boxing. The work was incredibly well-crafted as every droplet had to be perfect.

Aside from Digital Craft category, there were also two campaigns that I fell in love with instantly. Both of them came from traditional media – radio and out of home.

KFC’s hilarious radio campaign “Sad Man Meal” stemmed from a simple and a mundane brief about a limited time offer and was turned into brilliantly written scripts.

Twitter’s out of home work is simple and engaging. Created in-house, the work stood out with only hashtag and Twitter logo. Twitter makes a living by selling digital platform but ironically won Grand Prix by using traditional media.

To recap, it is truly the little things that we often overlook are the ones that can impact our lives. That’s what I have learnt from this year’s Cannes Lions. It is just a matter of how we look at things in a different light or perspective – making the ordinary extraordinary.