Awards » Cannes Lions » Lions Entertainment 2017

Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Silver winners

Official Gorillaz App

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Industry Records & Cinema Production, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United Kingdom, United States
Agency B-Reel
Released October 2016

Awards

Cannes Lions 2017
Mobile Apps : Apps as Part of a Campaign Gold Lion
Mobile Technology: Activation by Location Silver Lion

Credits & Description

Title: Official Gorillaz App
Agency: B-Reel
Brand: Gorillaz
Country: USA
Entrant Company: B-Reel, New York
Advertising Agency: B-Reel, New York
Production Company: B-Reel, New York
Agency: B-Reel (B-Reel)
Strategy:
As an ageless virtual band with an ever evolving sound, Gorillaz’ position in pop culture is unique - their highly engaged global audience has remained within the tech-savvy 18-24 demographic throughout their 19 year existence. How do you raise the bar yet again, for the world’s most innovative band?We identified mixed reality and the mobile phone as our frontier to redefine storytelling and music consumption driving the global album launch campaign. Our aim was to create the best mobile mixed reality experience the world had ever seen. In the spirit of the democratic nature of the band, we set out to make this experience accessible to everybody, regardless of their device level, operating system or location.
Campaign Description:
Erasing the line between Gorillaz and reality.We created the world’s first mixed reality album launch, bringing fans and Gorillaz closer together than ever before. Delivered through a mobile app, we created a unique blend of real world, augmented reality, virtual reality and 360 environments. We first immersed fans into the intimate world of Murdoc, 2D, Russel and Noodle and then brought Gorillaz’ into our reality with the #HumanzHouseParty - a chance to preview the full album at the largest ever geo-specific augmented listening event across 500+ locations from Tokyo to Santiago.
Synopsis:
Gorillaz, the world’s greatest virtual band created by musician Damon Albarn and artist Jamie Hewlett, have returned after a seven year hiatus with a highly anticipated new album, ‘Humanz’.With every album, Gorillaz have pushed the frontier of innovation and storytelling. Huge leaps in mobile technology during their hiatus presented us with a radical opportunity to break new ground and tell the Gorillaz story in a completely new way. Our task was to launch the album and create an immersive storytelling platform for the future.
Outcome:
HUMANZ launched at No1 spot on iTunes chart in UK, USA and over 30 other countries around the world.App:#1 trending on iTunes on launch day 130,000 installs in the first 24 hours300,000 installs in 195 countries and counting 4.5 ? App Store / 4.3 ? Google PlayGorillaz app is featured in over 60 music and tech publications.#HumanzHouseParty:125,923 Fans around the world searched for the AR House in 146 countries70k likes #humanzhouseparty on Instagram1.1MM Impressions #humanzhouseparty on Instagram900k Reach #humanzhouseparty on Instagram1,500+ posts on Instagram with #HumanzHouseParty on Instagram1.8MM impressions with #humanzhouseparty on Twitter1.1MM reach with #humanzhouseparty on Twitter
Execution:
Following in the steps of Kong Studios and Point Nemo, the Spirit House is the band’s new residence at heart of the ‘Humanz’ narrative. Gorillaz app is a motion-tracked 360 looking glass into the Spirit House, and an AR layer that brings it into our world. The app opens on the augmented live view of the device’s camera - breaking the reality barrier in very first interaction. 3D menu-objects, augmented into user’s surroundings, each open a portal into a room within the virtual house. Creating each environment and AR object from the ground up in Jamie Hewlett’s iconic style required a seamless combination of CG, in-device rendering and photo-realistic compositing. A first-of-it’s-kind geo-specific AR listening experience then brought Gorillaz into fans’ world at 500+ locations around the globe.We pushed the nascent WebVR and WebGL technologies, deployed as an app, to deliver a smooth, optimised performance across multiple platforms and devices.
App:
#1 trending on iTunes on launch day
130,000 installs in the first 24 hours
421,995 installs in 195 countries and counting
Gorillaz app is featured in over 60 music and tech publications.
#HumanzHouseParty:
125,923 Fans around the world searched for the AR House in 146 countries
70k likes #humanzhouseparty on Instagram
1.1MM Impressions #humanzhouseparty on Instagram
900k Reach #humanzhouseparty on Instagram
1,500+ posts on Instagram with #HumanzHouseParty on Instagram
1.8MM impressions with #humanzhouseparty on Twitter
1.1MM reach with #humanzhouseparty on Twitter
As an ageless virtual band with an ever evolving sound, Gorillaz’ position in pop culture is unique - their highly engaged global audience has remained within the tech-savvy 18-24 demographic throughout their 19 year existence. How do you raise the bar yet again, for the world’s most innovative band?
We identified mixed reality and the mobile phone as our frontier to redefine storytelling and music consumption driving the global album launch campaign. Our aim was to create the best mobile mixed reality experience the world had ever seen. In the spirit of the democratic nature of the band, we set out to make this experience accessible to everybody, regardless of their device level, operating system or location.