近日，2017 年戛纳国际创意节徐徐拉开了大幕，第一批奖项——戛纳健康狮 (Lions Health) 也已新鲜出炉！澳大利亚的 Clemenger BBDO Melbourne 凭借作品"Meet Graham" 拿下这一类别的全场大奖。
"Meet Graham" 是墨尔本雕塑家 Patricia Piccinini 、莫纳什大学撞车研究员 David Logan 以及创伤外科医生 Christian Enfield 三人的跨界作品，他们基于数十年的道路安全数据和外科创伤医学研究，为维多利亚交通事故委员会 (Transport Accident Commission Victoria) 构建了一个能够承受交通事故的人类“进化”雕塑。旨在用这样一个触目惊心的人体雕塑告诉我们，在交通事故面前人是多么的不堪一击，为大众敲响交通安全的警钟。
360°全景体验网址：http://www.meetgraham.com.au/view-graham
想要在车祸中幸存下来，人类必须进化成 Graham 这样：头骨出于保护的目的开始不断变厚，直到拥有内置头盔一般奇大无比的脑袋。与此同时，由于脖子过于脆弱，所以脖子就这样“进化”没了，头和身体直接连为一体。另外肋骨也变得更大，并且整个身体都覆盖上了一层厚厚的脂肪，特别是头部、脸部。为了抵御冲击，脚背也变得奇长无比。
雕塑病态的脸庞，畸形的胸腔，变形的四肢……每一处都让人对交通事故的危害引起高度警惕。
来自德国 Serviceplan Health & Life 的评审团主席 Mike Rogers 评价连用了“壮观”、“前所未见”、“惊人”三个词语来表达对这件作品的喜爱。
值得一提的是，此前该作品还获得过 2017 年D&AD 英国全球创意最具含金量的黑铅笔以及素有“互联网奥斯卡”之称的威比奖(The Webby Awards)，可谓拿奖拿到手软。
项目信息
品牌/广告主
Transport Accident Commission Victoria 维多利亚交通事故委员会
营销机构
Creative Agency 创意代理商
Clemenger BBDO Melbourne
参与者
奖项荣誉
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
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