近日，2017 年戛納國際創意節徐徐拉開了大幕，第一批獎項——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。
"Meet Graham" 是墨爾本雕塑家 Patricia Piccinini 、莫納什大學撞車研究員 David Logan 以及創傷外科醫生 Christian Enfield 三人的跨界作品，他們基于數十年的道路安全數據和外科創傷醫學研究，為維多利亞交通事故委員會 (Transport Accident Commission Victoria) 構建了一個能夠承受交通事故的人類“進化”雕塑。旨在用這樣一個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°全景體驗網址：http://www.meetgraham.com.au/view-graham
想要在車禍中幸存下來，人類必須進化成 Graham 這樣：頭骨出于保護的目的開始不斷變厚，直到擁有內置頭盔一般奇大無比的腦袋。與此同時，由于脖子過于脆弱，所以脖子就這樣“進化”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。
雕塑病態的臉龐，畸形的胸腔，變形的四肢……每一處都讓人對交通事故的危害引起高度警惕。
來自德國 Serviceplan Health & Life 的評審團主席 Mike Rogers 評價連用了“壯觀”、“前所未見”、“驚人”三個詞語來表達對這件作品的喜愛。
值得一提的是，此前該作品還獲得過 2017 年D&AD 英國全球創意最具含金量的黑鉛筆以及素有“互聯網奧斯卡”之稱的威比獎(The Webby Awards)，可謂拿獎拿到手軟。
項目信息
品牌/廣告主
Transport Accident Commission Victoria 維多利亞交通事故委員會
營銷機構
Creative Agency 創意代理商
Clemenger BBDO Melbourne
參與者
獎項榮譽
2018
Cannes Lions
Creative Effectiveness | Single Country Creative Effectiveness
Bronze
2017
Cannes Lions
PR 丨 Public Sector
Gold
2017
Cannes Lions
Design | Sculptural Brand Installation & Experience
Gold
2017
Cannes Lions
Direct | Integrated Campaign led by Direct
Silver
2017
Cannes Lions
Design | Data Visualisation
Gold
2017
Cannes Lions
PR 丨 Events & Stunts
Silver
2017
Cannes Lions
Outdoor | Integrated?Campaign?led?by?Outdoor
Silver
2017
Cannes Lions
Outdoor | Non-Standard?Indoor?Advertising
Silver
2017
Cannes Lions
Cyber | Social Purpose
Grand Prix
2017
Cannes Lions
Cyber | Public Sector
Gold
2017
Cannes Lions
PR 丨 Launch / Re-launch
Silver
2017
Cannes Lions
Cyber | Integrated Multi-Platform Campaign (Online & Offline)
Gold
2017
Cannes Lions
Media | Use of Integrated Media
Bronze
2017
Cannes Lions
Promo And Activation丨Use of Ambient Media: Large Scale
Silver
2017
Cannes Lions
Direct | Use of Ambient Media: Large Scale
Gold
2017
Cannes Lions
Digital Installations & Events
Bronze
2017
Cannes Lions
PR 丨 Brand Voice & Strategic Storytelling
Silver
2017
Cannes Lions
Direct | Use of Technology
Silver
2017
Cannes Lions
Direct | Public Sector
Silver
2017
Cannes Lions
Promo And Activation丨Public Sector
Silver
2017
Cannes Lions
Promo And Activation 丨 Exhibitions / Installations
Gold
2017
Cannes Lions
Spatial Tech
Silver
2017
D&AD Awards
Spatial & Experiential Design | Installation Design
Graphite Pencil
2017
D&AD Awards
Direct | Direct Response/Ambient
Graphite Pencil
2017
D&AD Awards
Creativity for Good | Advertising & Marketing Communications | Not for Profit
Yellow Pencil
2017
D&AD Awards
PR | Integrated Campaign
Yellow Pencil
2017
D&AD Awards
PR | Public Affairs Campaign
Black Pencil
2017
D&AD Awards
Outdoor Advertising | Ambient
Yellow Pencil
2017
D&AD Awards
Integrated & Collaborative | Integrated/Large Business (over 500 employees)
Wood Pencil
2017
D&AD Awards
Digital Design | Websites
Wood Pencil
2017
D&AD Awards
Integrated & Collaborative | Earned Media | Large Business
Yellow Pencil
2017
D&AD Awards
Direct | Direct Integrated Campaigns
Yellow Pencil
2017
LIA
Health & Wellness - Craft | Production Design
Gold
2017
LIA
Non-Traditional | Public Service/Social Welfare
Gold
2017
LIA
Digital | UX - User Experience
Gold
2017
LIA
Non-Traditional | Direct Marketing
Silver
2017
LIA
The NEW | Experiential
Gold
2017
LIA
Non-Traditional | Interactive Installations
Gold
2017
LIA
The NEW | Creative Use of Data
Gold
2017
LIA
Health & Wellness | Health Institutions/Insurance
Gold
2017
LIA
Digital | Public Service/Social Welfare
Gold
2017
LIA
Design | Installations/Displays
Bronze
2017
LIA
Digital | Weird Wonderful Work
Gold
2017
LIA
Health & Wellness | Innovation
Gold
2017
LIA
Integration | Multi-platform
Gold
2017
LIA
Health & Wellness - Craft | Use of Illustration
Silver
2017
LIA
Branded Entertainment | Augmented Reality
Silver
2017
LIA
Ambient | Public Service/Social Welfare
Gold
2017
NYF Advertising Awards
PUBLIC SERVICE ANNOUNCEMENTS
Grand Prize
2017
NYF Advertising Awards
PUBLIC SERVICE ANNOUNCEMENTS
Best of Show
2017
CLIO Awards
Integrated Campaign
Gold
2017
CLIO Awards
Innovation | Medium Innovation
Gold
2017
CLIO Awards
Out of Home | Ambient
Gold
2017
CLIO Awards
Digital/Mobile | Virtual/Augmented Reality
Silver
2017
CLIO Awards
Public Relations | Public Affairs
Gold
2017
CLIO Awards
Brand Design | Spatial Design
Silver
2017
CLIO Awards
Direct | Out of Home
Silver
2017
CLIO Awards
Events/Experiential | Ambient
Gold
2017
The One Show
Direct Marketing | Ambient / Immersive / Installations
Silver Pencil
2017
The One Show
Interactive | Innovation in Interactive / Ambient / Immersive
Silver Pencil
2017
The One Show
Print & Outdoor | Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Gold Pencil
2017
The One Show
Print & Outdoor | Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Best of Discipline
2017
The One Show
Cross-Platform | Brand Transformation
Silver Pencil
2017
The One Show
Public Relations | Integrated Campaign
Silver Pencil
2017
AWARD Awards
Branded Entertainment & Content | Experiential - Interactive
Gold
2017
AWARD Awards
Promotion & Experiential | Best use of Experiential Marketing in a Promotional
Gold
2017
AWARD Awards
Creativity For Good | Design
Gold
2017
AWARD Awards
Market Disruption & Product/ Service Development | Industry or Category Disruption
Gold
2017
AWARD Awards
Market Disruption & Product/ Service Development | Interactive Design for Product/Service
Gold
2017
AWARD Awards
Branded Entertainment & Content |Experiential - Installation
Gold
2017
AWARD Awards
Innovation | Creative Innovation / Technological Innovation
Gold
2017
AWARD Awards
Digital | Digital Kiosk, Point of Sale, On-site, Outdoor Digital
Gold
2017
AWARD Awards
Direct Marketing | Integrated Solutions
Gold
2017
AWARD Awards
Best in Show
Best in Show
2017
AWARD Awards
Direct Marketing | Digital Direct Response, Campaign
Silver
2017
AWARD Awards
Design | Weird and Wonderful
Gold
2017
AWARD Awards
Direct Marketing | Alternative Media, Individual
Gold
2017
AWARD Awards
Poster & Outdoor | Interactive and/or Moving Indoor, Individual
Gold
2017
AWARD Awards
Promotion & Experiential | Best use of Other Digital Media in a Promotional
Gold
2017
AWARD Awards
Integrated Campaign
Gold
2017
AWARD Awards
Public Relations | Best Integrated Campaign Led by PR
Gold
2017
AWARD Awards
Creativity For Good | Design
Gold
2017
The Webby Awards
Advertising & Media | Integrated Campaigns
Winner
2017
AD STARS
Outdoor | Ambient | Non-Standard Indoor Advertising
Crystal
2017
AD STARS
Direct | Integrated campaign led by direct marketing
Grand Prix
2017
AD STARS
PR | Product & Service | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services
Silver
2017
AD STARS
Public Service Advertising | Education
Grand Prix of the Year
2017
AD STARS
Integrated | Product & Service | Corporate |Institution
Gold
2017
AD STARS
PR | Integrated Campaign led by PR
Grand Prix
2017
AD STARS
Interactive | Product & Service | Finance | Services | Entertainment & Leisure | Travel | Restaurants | Commercial Public Services
Gold
2017
Spikes Asia
Promo & Activation | Exhibitions / Installations
Silver Spike
2017
Spikes Asia
Outdoor | Integrated Campaign Led by Outdoor
Silver Spike
2017
Spikes Asia
Digital | Integrated Multi-Platform Campaign (Online & Offline)
Silver Spike
2017
Spikes Asia
Pr | Events & Stunts
Gold Spike
2017
Spikes Asia
Integrated
Silver Spike
2017
Spikes Asia
Direct | Use of Technology
Silver Spike
2017
Spikes Asia
Promo & Activation | Public Sector
Gold Spike
2017
Spikes Asia
PR | Public Sector
Silver Spike
2017
Spikes Asia
Pr | Integrated Campaign Led By Pr
Grand Prix
2017
Spikes Asia
Mobile | Augmented Mobile Experience
Gold Spike
2017
Spikes Asia
Direct | Use Of Ambient Media: Large Scale
Gold Spike
2017
Spikes Asia
Digital | Spatial Tech
Gold Spike
2017
Spikes Asia
Healthcare | Insurance
Silver Spike
2017
Spikes Asia
Digital | Public Sector
Grand Prix
2017
Spikes Asia
Direct | Integrated Campaign Led By Direct
Grand Prix
2017
Spikes Asia
Outdoor | Non-Standard Indoor Advertising
Gold Spike
2017
Spikes Asia
Design | Spatial Brand Installation & Experience
Gold Spike
2017
Spikes Asia
Healthcare | Brand Led Education & Awareness
Grand Prix
2017
Spikes Asia
Promo & Activation | Use Of Ambient Media: Large Scale
Gold Spike
2017
Spikes Asia
Design | Digital & Interactive Design
Silver Spike
2017
Tangrams
DIGITAL STRATEGY | Website & Microsites
Silver
2017
Tangrams
MEDIA STRATEGY | Sponsorship & Event Marketing
Silver
2017
Tangrams
MEDIA STRATEGY | Media Innovation
Gold
2017
Tangrams
DIGITAL STRATEGY | Digitally Integrated Campaign
Gold
2017
Tangrams
MEDIA STRATEGY | Integrated Use of Media
Silver
2017
Tangrams
EFFECTIVENESS | Insights / Strategic Thinking
Bronze
2017
Tangrams
EFFECTIVENESS | Innovative Use of Media
Shortlist
2017
Tangrams
DIGITAL STRATEGY | Digital Innovation
Shortlist
2017
Tangrams
EFFECTIVENESS | Integrated Marketing Campaign
Shortlist
2017
Tangrams
MEDIA STRATEGY | Charities, Public Health & Safety and Public Awareness Messages
Gold
2017
Tangrams
DIGITAL STRATEGY | Charities, Public Health & Safety and Public Awareness Messages
Gold
2017
Tangrams
EFFECTIVENESS | Charities, Public Health & Safety and Public Awareness Messages
Silver
2017
Effie Worldwide
Government / Institutional
Silver
2017
Effie Worldwide
Media Innovation
Gold
專業評分
專業評分已截止
評論
評論
推薦評論
全部評論（2條）