舉報(bào)
2017-06
近日，2017 年戛納國際創(chuàng)意節(jié)徐徐拉開了大幕，第一批獎(jiǎng)項(xiàng)——戛納健康獅 (Lions Health) 也已新鮮出爐！澳大利亞的 Clemenger BBDO Melbourne 憑借作品"Meet Graham" 拿下這一類別的全場大獎(jiǎng)。
"Meet Graham" 是墨爾本雕塑家 Patricia Piccinini 、莫納什大學(xué)撞車研究員 David Logan 以及創(chuàng)傷外科醫(yī)生 Christian Enfield 三人的跨界作品，他們基于數(shù)十年的道路安全數(shù)據(jù)和外科創(chuàng)傷醫(yī)學(xué)研究，為維多利亞交通事故委員會(huì) (Transport Accident Commission Victoria) 構(gòu)建了一個(gè)能夠承受交通事故的人類“進(jìn)化”雕塑。旨在用這樣一個(gè)觸目驚心的人體雕塑告訴我們，在交通事故面前人是多么的不堪一擊，為大眾敲響交通安全的警鐘。
360°全景體驗(yàn)網(wǎng)址：http://www.meetgraham.com.au/view-graham
想要在車禍中幸存下來，人類必須進(jìn)化成 Graham 這樣：頭骨出于保護(hù)的目的開始不斷變厚，直到擁有內(nèi)置頭盔一般奇大無比的腦袋。與此同時(shí)，由于脖子過于脆弱，所以脖子就這樣“進(jìn)化”沒了，頭和身體直接連為一體。另外肋骨也變得更大，并且整個(gè)身體都覆蓋上了一層厚厚的脂肪，特別是頭部、臉部。為了抵御沖擊，腳背也變得奇長無比。
雕塑病態(tài)的臉龐，畸形的胸腔，變形的四肢……每一處都讓人對(duì)交通事故的危害引起高度警惕。
來自德國 Serviceplan Health & Life 的評(píng)審團(tuán)主席 Mike Rogers 評(píng)價(jià)連用了“壯觀”、“前所未見”、“驚人”三個(gè)詞語來表達(dá)對(duì)這件作品的喜愛。
值得一提的是，此前該作品還獲得過 2017 年D&AD 英國全球創(chuàng)意最具含金量的黑鉛筆以及素有“互聯(lián)網(wǎng)奧斯卡”之稱的威比獎(jiǎng)(The Webby Awards)，可謂拿獎(jiǎng)拿到手軟。
項(xiàng)目信息
品牌/廣告主
Transport Accident Commission Victoria 維多利亞交通事故委員會(huì)
營銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
Clemenger BBDO Melbourne
參與者
獎(jiǎng)項(xiàng)榮譽(yù)
2018
Cannes Lions
Creative Effectiveness | Single Country Creative Effectiveness
Bronze
2017
Cannes Lions
Spatial Tech
Silver
2017
Cannes Lions
Promo And Activation 丨 Exhibitions / Installations
Gold
2017
Cannes Lions
Promo And Activation丨Public Sector
Silver
2017
Cannes Lions
Direct | Public Sector
Silver
2017
Cannes Lions
Direct | Use of Technology
Silver
2017
Cannes Lions
PR 丨 Brand Voice & Strategic Storytelling
Silver
2017
Cannes Lions
Digital Installations & Events
Bronze
2017
Cannes Lions
Direct | Use of Ambient Media: Large Scale
Gold
2017
Cannes Lions
Promo And Activation丨Use of Ambient Media: Large Scale
Silver
2017
Cannes Lions
Media | Use of Integrated Media
Bronze
2017
Cannes Lions
Cyber | Integrated Multi-Platform Campaign (Online & Offline)
Gold
2017
Cannes Lions
PR 丨 Launch / Re-launch
Silver
2017
Cannes Lions
Cyber | Public Sector
Gold
2017
Cannes Lions
Cyber | Social Purpose
Grand Prix
2017
Cannes Lions
Outdoor | Non-Standard?Indoor?Advertising
Silver
2017
Cannes Lions
Outdoor | Integrated?Campaign?led?by?Outdoor
Silver
2017
Cannes Lions
PR 丨 Events & Stunts
Silver
2017
Cannes Lions
Design | Data Visualisation
Gold
2017
Cannes Lions
Direct | Integrated Campaign led by Direct
Silver
2017
Cannes Lions
Design | Sculptural Brand Installation & Experience
Gold
2017
Cannes Lions
PR 丨 Public Sector
Gold
2017
D&AD Awards
Direct | Direct Integrated Campaigns
Yellow Pencil
2017
D&AD Awards
Integrated & Collaborative | Earned Media | Large Business
Yellow Pencil
2017
D&AD Awards
Digital Design | Websites
Wood Pencil
2017
D&AD Awards
Integrated & Collaborative | Integrated/Large Business (over 500 employees)
Wood Pencil
2017
D&AD Awards
Outdoor Advertising | Ambient
Yellow Pencil
2017
D&AD Awards
PR | Public Affairs Campaign
Black Pencil
2017
D&AD Awards
PR | Integrated Campaign
Yellow Pencil
2017
D&AD Awards
Creativity for Good | Advertising & Marketing Communications | Not for Profit
Yellow Pencil
2017
D&AD Awards
Direct | Direct Response/Ambient
Graphite Pencil
2017
D&AD Awards
Spatial & Experiential Design | Installation Design
Graphite Pencil
2017
LIA
Ambient | Public Service/Social Welfare
Gold
2017
LIA
Branded Entertainment | Augmented Reality
Silver
2017
LIA
Health & Wellness - Craft | Use of Illustration
Silver
2017
LIA
Integration | Multi-platform
Gold
2017
LIA
Health & Wellness | Innovation
Gold
2017
LIA
Digital | Weird Wonderful Work
Gold
2017
LIA
Design | Installations/Displays
Bronze
2017
LIA
Digital | Public Service/Social Welfare
Gold
2017
LIA
Health & Wellness | Health Institutions/Insurance
Gold
2017
LIA
The NEW | Creative Use of Data
Gold
2017
LIA
Non-Traditional | Interactive Installations
Gold
2017
LIA
The NEW | Experiential
Gold
2017
LIA
Non-Traditional | Direct Marketing
Silver
2017
LIA
Digital | UX - User Experience
Gold
2017
LIA
Non-Traditional | Public Service/Social Welfare
Gold
2017
LIA
Health & Wellness - Craft | Production Design
Gold
2017
NYF Advertising Awards
PUBLIC SERVICE ANNOUNCEMENTS
Best of Show
2017
NYF Advertising Awards
PUBLIC SERVICE ANNOUNCEMENTS
Grand Prize
2017
CLIO Awards
Events/Experiential | Ambient
Gold
2017
CLIO Awards
Direct | Out of Home
Silver
2017
CLIO Awards
Brand Design | Spatial Design
Silver
2017
CLIO Awards
Public Relations | Public Affairs
Gold
2017
CLIO Awards
Digital/Mobile | Virtual/Augmented Reality
Silver
2017
CLIO Awards
Out of Home | Ambient
Gold
2017
CLIO Awards
Innovation | Medium Innovation
Gold
2017
CLIO Awards
Integrated Campaign
Gold
2017
The One Show
Public Relations | Integrated Campaign
Silver Pencil
2017
The One Show
Cross-Platform | Brand Transformation
Silver Pencil
2017
The One Show
Print & Outdoor | Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Best of Discipline
2017
The One Show
Print & Outdoor | Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Gold Pencil
2017
The One Show
Interactive | Innovation in Interactive / Ambient / Immersive
Silver Pencil
2017
The One Show
Direct Marketing | Ambient / Immersive / Installations
Silver Pencil
2017
AWARD Awards
Creativity For Good | Design
Gold
2017
AWARD Awards
Public Relations | Best Integrated Campaign Led by PR
Gold
2017
AWARD Awards
Integrated Campaign
Gold
2017
AWARD Awards
Promotion & Experiential | Best use of Other Digital Media in a Promotional
Gold
2017
AWARD Awards
Poster & Outdoor | Interactive and/or Moving Indoor, Individual
Gold
2017
AWARD Awards
Direct Marketing | Alternative Media, Individual
Gold
2017
AWARD Awards
Design | Weird and Wonderful
Gold
2017
AWARD Awards
Direct Marketing | Digital Direct Response, Campaign
Silver
2017
AWARD Awards
Best in Show
Best in Show
2017
AWARD Awards
Direct Marketing | Integrated Solutions
Gold
2017
AWARD Awards
Digital | Digital Kiosk, Point of Sale, On-site, Outdoor Digital
Gold
2017
AWARD Awards
Innovation | Creative Innovation / Technological Innovation
Gold
2017
AWARD Awards
Branded Entertainment & Content |Experiential - Installation
Gold
2017
AWARD Awards
Market Disruption & Product/ Service Development | Interactive Design for Product/Service
Gold
2017
AWARD Awards
Market Disruption & Product/ Service Development | Industry or Category Disruption
Gold
2017
AWARD Awards
Creativity For Good | Design
Gold
2017
AWARD Awards
Promotion & Experiential | Best use of Experiential Marketing in a Promotional
Gold
2017
AWARD Awards
Branded Entertainment & Content | Experiential - Interactive
Gold
2017
The Webby Awards
Advertising & Media | Integrated Campaigns
Winner
2017
AD STARS
Interactive | Product & Service | Finance | Services | Entertainment & Leisure | Travel | Restaurants | Commercial Public Services
Gold
2017
AD STARS
PR | Integrated Campaign led by PR
Grand Prix
2017
AD STARS
Integrated | Product & Service | Corporate |Institution
Gold
2017
AD STARS
Public Service Advertising | Education
Grand Prix of the Year
2017
AD STARS
PR | Product & Service | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services
Silver
2017
AD STARS
Direct | Integrated campaign led by direct marketing
Grand Prix
2017
AD STARS
Outdoor | Ambient | Non-Standard Indoor Advertising
Crystal
2017
Spikes Asia
Design | Digital & Interactive Design
Silver Spike
2017
Spikes Asia
Promo & Activation | Use Of Ambient Media: Large Scale
Gold Spike
2017
Spikes Asia
Healthcare | Brand Led Education & Awareness
Grand Prix
2017
Spikes Asia
Design | Spatial Brand Installation & Experience
Gold Spike
2017
Spikes Asia
Outdoor | Non-Standard Indoor Advertising
Gold Spike
2017
Spikes Asia
Direct | Integrated Campaign Led By Direct
Grand Prix
2017
Spikes Asia
Digital | Public Sector
Grand Prix
2017
Spikes Asia
Healthcare | Insurance
Silver Spike
2017
Spikes Asia
Digital | Spatial Tech
Gold Spike
2017
Spikes Asia
Direct | Use Of Ambient Media: Large Scale
Gold Spike
2017
Spikes Asia
Mobile | Augmented Mobile Experience
Gold Spike
2017
Spikes Asia
Pr | Integrated Campaign Led By Pr
Grand Prix
2017
Spikes Asia
PR | Public Sector
Silver Spike
2017
Spikes Asia
Promo & Activation | Public Sector
Gold Spike
2017
Spikes Asia
Direct | Use of Technology
Silver Spike
2017
Spikes Asia
Integrated
Silver Spike
2017
Spikes Asia
Pr | Events & Stunts
Gold Spike
2017
Spikes Asia
Digital | Integrated Multi-Platform Campaign (Online & Offline)
Silver Spike
2017
Spikes Asia
Outdoor | Integrated Campaign Led by Outdoor
Silver Spike
2017
Spikes Asia
Promo & Activation | Exhibitions / Installations
Silver Spike
2017
Tangrams
EFFECTIVENESS | Charities, Public Health & Safety and Public Awareness Messages
Silver
2017
Tangrams
DIGITAL STRATEGY | Charities, Public Health & Safety and Public Awareness Messages
Gold
2017
Tangrams
MEDIA STRATEGY | Charities, Public Health & Safety and Public Awareness Messages
Gold
2017
Tangrams
EFFECTIVENESS | Integrated Marketing Campaign
Shortlist
2017
Tangrams
DIGITAL STRATEGY | Digital Innovation
Shortlist
2017
Tangrams
EFFECTIVENESS | Innovative Use of Media
Shortlist
2017
Tangrams
EFFECTIVENESS | Insights / Strategic Thinking
Bronze
2017
Tangrams
MEDIA STRATEGY | Integrated Use of Media
Silver
2017
Tangrams
DIGITAL STRATEGY | Digitally Integrated Campaign
Gold
2017
Tangrams
MEDIA STRATEGY | Media Innovation
Gold
2017
Tangrams
MEDIA STRATEGY | Sponsorship & Event Marketing
Silver
2017
Tangrams
DIGITAL STRATEGY | Website & Microsites
Silver
2017
Effie Worldwide
Government / Institutional
Silver
2017
Effie Worldwide 艾菲獎(jiǎng)
Media Innovation
Gold
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