An augmented reality app that lets college sports fans paint their face with the colours of their favourite teams, won Critical Mass and Nissan North America a Bronze Lion in the first Digital Craft Lions Tuesday night.
The Digital Craft Lions was introduced this year to “celebrate technological artistry,” and award exceptional design, execution and user experience in all digital environments.
Created to help activate Nissan’s massive new sponsorship of college sports, the “Diehard Fan” app lets fans pick their team, scan their face, choose a face paint design, apply it virtually and then share it. Critical Mass had to hand paint and capture hundreds of different designs which were then meticulously reproduced digitally to appear as lifelike as possible.
As the first jury ever to review Digital Craft, jury president Wesley Ter Haar, founder and chief operating officer of MediaMonks in the Netherlands, said they had some latitude to interpret the category definitions. “The baseline was exquisite execution. Regardless of category or category description.”
The Grand Prix was given to 84.Paris and Because Music for “Because Recollection.”
Developed to mark the music label’s 10th anniversary, “Because Recollection” was an interactive experience that let fans play with iconic music, videos and cover art.
“It is highly interactive, high in visual craft, comes from a space where interactivity is key, but translated for a mobile first world,” said Ter Haar.
“It is work that combines some of the best sound design we have ever seen, some of the best use of imagery we have seen …. It is maybe the definition for what our jury should be awarding.”
Cannes Lions CEO Philip Thomas said the Festival created the new competition at the suggestion of judges from the Cyber and Mobile Lions who felt unqualified to evaluate growing numbers of entries in their craft categories. “The jury were coming to us and saying there are large numbers of entries… that we as creatives don’t feel qualified to judge. What you need is some real craft specialists from a lot of different areas.”
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