A digital answer for a rustic going through destruction attributable to local weather change simply gained one of many advert business’s most prestigious honors–the Cannes Lions Titanium Grand Prix.
The Titanium jury awarded the Grand Prix to The Authorities of Tuvalu’s “The First Digital Nation,” created by Sydney company The Monkeys, a part of Accenture Track.
Tuvalu, a low-lying Pacific nation, could possibly be submerged in many years if sea ranges proceed to rise on the present price attributable to local weather change. Moreover, worldwide legislation dictates that with out outlined bodily territory, a rustic can’t exist.
The Monkeys collaborated with the Tuvaluan authorities to create a plan for survival: Tuvalu will turn into the world’s first digital nation. The company migrated as a lot of the nation’s belongings as doable–together with historic paperwork and information of cultural practices–to the metaverse and the cloud.
The marketing campaign launched final yr on the United Nations Local weather Change Convention (COP27), the place Simon Kofe, the Minister of Justice, Communication & Overseas Affairs of Tuvalu, introduced from a digital atmosphere that the nation could also be pressured to maneuver utterly on-line.
The launch reached 2.1. billion individuals and put stress on world leaders to behave. 9 nations have since acknowledged Tuvalu’s digital sovereignty.
Why is that this a Titanium?
The Titanium class acknowledges provocative and boundary-pushing work that progresses the business. This yr it was renamed as The Dan Wieden Titanium Lions to honor the late Dan Wieden, co-founder of Wieden+Kennedy.
Jury president David Droga, CEO of Accenture Track, mentioned the jurors appeared to award work that embodied what Wieden stood for: “The Titaniums are about setting new precedents for what our business will be … They’re extra than simply concepts or executions, they’re truly fixing issues.”
He mentioned the jury additionally requested: “Are the concepts we’re probably awarding going to be even higher subsequent yr, when nobody’s them?”
“The First Digital Nation” met these standards as a result of it proposes a long-term answer to Tuvalu and different nations grappling with the impression of local weather change, Droga defined. With The Monkeys working instantly with a authorities to develop a technological innovation for a nation, it additionally ventured into new territory for the business, he added.
“This isn’t a know-how concept as such. It’s a problem-solving concept,” Droga defined. “That is an concept about altering perceptions and setting precedents. If in case you have borders acknowledged digitally, they will save their GDP as a nation.”
Different Titanium Lion winners
- Budweiser | “Deliver House the Bud” by Wieden+Kennedy New York and São Paulo, Africa Inventive DDB (U.S., Brazil).
- Mastercard | “The place to Settle” by McCann (Poland).
- Corona | “Corona Additional Lime” by Draftline and David (China, Colombia, U.S.).
