The Cannes Lions advertising festival has awarded prizes to the world's best mobile ads for the first time this year. They show off just how creative one can get with such a small screen. They weren't banner ads, but immersive augmented reality or app experiences. Check out a couple of them below.
BBDO - Bradesco Seguros
Bradesco, a car insurance provider, placed ads in iPad magazines and the twist is when the reader tries to turn the page, the car follows and crashes.
Tagline: "Unexpected events happen without warning. Make a Bradesco car insurance plan."
Advertiser: Bradesco Seguros
Advertising Agency: Allmap BBDO, São Paulo
Google for Coke
Part of Project Rebrief, Google recreates memorable ads for the digitally inclined audience. And they recreated Coca-Cola's famous ad where people gathered on a hilltop and sang about how they'd "Like to buy the world a Coke".
Users didn't have to buy people cokes. One click of their cell phone, and they could send a free soda to strangers around the world. It came along with a customized message, and it would pop out specially made and strategically located vending machines in New York, Buenos Aires and more.
This won the Mobile Lions Grand Prix at the Cannes ad festival.
Advertiser: Google for Coke
Advertising Agency: Grow Interactive, Johannes Leonardo
Backseat driver lost to Google's Hilltop Re-Imagined" at Cannes but it wasn't an easy choice. The app uses the phone's GPS function in a way that allows children to drive a virtual car along the same street as the actual car they are riding in. Backseat driving.
Real stores and landmarks are incorporated into the game thanks to the Foursquare API.
Advertiser: Toyota Motor
Advertising Agency: PARTY Tokyo, Japan
Douche Parking is an apparent issue on the streets of Russia. Online newspaper The Village.ru decided to create an app that would shame people out of being douchey drivers. It allows people to take pictures of wrongly parked cars and save the car number and color, the data is then streamed live to a special banner ad that is targeted through IP address to locations where the cars are parked.
These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading."
Advertiser: The Village
Advertising Agency: Look At Me, Moscow
Band Aid Magic
How do you make injuries less painful? By making the bandages more fun! Band Aid created an app that allows parents / kids to scan a Band Aid with their phone and be rewarded with a tête-à-tête with the muppets. Scan the Band-Aid and you get Miss Piggy posing for paparazzi, and all the Muppets crew doing something.
Advertiser: Johnson & Johnson
Advertising Agency: JWT New York
Nokia's Mystery Ad
Nokia wanted to show that its phone was powerful, of to iOS and Android users on their competitors' phones. "Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience."
The campaign boasted a 29.7 percent click through rate.
Advertising Agency: YOC Berlin and Carat Dusseldorf