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Cannes Contenders: Accenture Song鈥檚 Creative Choir for 2023

15/06/2023
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Global chief creative officer Neil Heymann selects work from agencies in every continent that harnesses business, technology and creativity


Neil Heymann, global chief creative officer of Accenture Song introduces the network鈥檚 pick of the work it has entered into Cannes Lions 2023: 鈥淭he world is changing at a feverish pace. Business and technology are evolving at breakneck speed. Sometimes we don鈥檛 get a chance to take stock of how our industry is handling this creatively and translating our experiences into emotional stories and helping others to better navigate the world. To paraphrase Ferris Bueller, we need to stop and look around occasionally and celebrate the strides we鈥檝e made. So whether that鈥檚 an island nation agreeing to preserve its culture and statehood in the metaverse or a start-up sneaker brand challenging the status quo of the fashion industry or hearing digital spokespeople who age faster than we do, we鈥檙e all about embracing the shifting tides. For Accenture Song, creativity runs through everything we do for clients. This year we鈥檙e proud to showcase work from across every continent that harnesses the combined forces of business, technology and creativity and embraces the scale of global collaboration.鈥


 


Tuvalu - The First Digital Nation


Tuvalu is a low-lying Pacific nation forecasted to be completely submerged by rising sea levels in a matter of decades. Tuvalu needed a radical solution that would help them in the advent of a worst-case scenario 鈥 while shocking the world into action in the hope of a best-case scenario. 鈥楾he First Digital Nation鈥 is a plan for Tuvalu to remain a country even when its land is gone by recreating its physical country virtually. It is both a plan for survival as a sovereign state and a provocation designed to drive urgent conversation around climate action and mitigation.


Levi鈥檚 - The Greatest Story Ever Worn



To celebrate the anniversary of Levi鈥檚 iconic 501庐 jean, Levi's launched 鈥楾he Greatest Story Ever Worn,鈥 a global campaign across 37 markets and in 19 languages. The work features stories of the jeans鈥 enduring relevance throughout history, celebrating 501庐 wearers with an expansive set of unbelievable true stories inspired by the last 150 years.


Sanlam - LI:FE of Confidence



Accenture Song partnered with Sanlam, Africa鈥檚 biggest financial services company, to help South African residents plan for their future. The 鈥楲I:FE of Confidence鈥 campaign compressed an entire life into one day through the lens of Zesande - the world鈥檚 first age-fluid virtual influencer. Through living an entire life in 24 hours, Zesande was able to relate to all South Africans - regardless of age - on any platform. This unique ability allowed her to provide guidance to South Africans at scale, ensuring that all residents can begin the future they deserve, today.


Arolsen Archives - Every Name Counts



The Arolsen Archives hold the world鈥檚 largest collection recording Nazi persecution, with 110 million documents in total. The launch of 鈥楨very Name Counts鈥 enlisted volunteers to manually index the documents, making them available online as a digital memorial to the victims of the Holocaust. Accenture built an indexing tool that leveraged emerging technologies like AI, machine learning, and optical character recognition to automate and accelerate the process. At a time when AI is often hailed as a threat to humanity, Accenture used AI for a uniquely human purpose: preserving memory so future generations can experience these stories.



Netflix - SOS Nerds



When Netflix鈥檚 Stranger Things had been delayed for years due to the pandemic, fans were getting restless. Through the 鈥楽OS Nerds鈥 campaign, Droga5 strategically turned fan restlessness into an asset. 鈥楽OS Nerds,鈥 designed to 鈥渙pen a portal鈥 between 1986 and 2022 using the technologies of their respective times, revealed hidden messages encoded in the ad executions, generating mainstream buzz and widespread excitement for the new season ahead of its launch.



Ekn Footwear - Designed in Bangladesh. Made in Europe



For decades, the fashion industry has been characterized by exploitation and repression of workers in the Global South. Accenture and Ekn Footwear launched a 鈥楧esigned in Bangladesh. Made in Europe鈥 sneaker, which promoted ethical fashion practices, disrupted exploitation, and celebrates creativity. The shoe shattered typical supply chain norms to show that designers, fashion trends, and subcultures from countries that are often ignored can offer new and enriching opportunities.



AB InBev - EverGrain



EverGrain, a sustainable ingredient company created and incubated by AB InBev uses its proprietary technology to help feed the world. By leveraging a natural byproduct from the brewing process, they significantly harness the potential of spent grains by creating a nutrient-rich product that can be used to make healthy foods and beverages for people around the world. ZX Ventures, the venture arm of AB InBev, was built and scaled using the Growth OS model from Accenture Song. Through using the mindsets and methodologies of the Growth OS, ZX Ventures has scaled multiple startup bets, such as EverGrain, a sustainable ingredient company leveraging AB InBev鈥檚 proprietary assets and technology to help feed the world.



Instacart - Cart Couture



To reassert its place as a category leader, drive buzz, and increase orders, Instacart partnered with SNL鈥檚 Chloe Fineman, whose reach and relevance provided a creative opportunity to showcase the cart鈥檚 possibilities in a distinct way. At the 2022 VMAs, Instacart launched 鈥楥art Couture鈥, a collaboration with Fineman to wear a couture dress that delivered snacks on the red carpet and into the VMAs, providing snacks, and generating buzz, to hungry celebrities at the three-hour long event.



Uber x Santam - Santam Guardians



Over 50% of crimes are never reported in South Africa. With a stretched-thin police force, Accenture Song leveraged an existing national watch force to help South Africans navigate their way through risk 鈥 Uber drivers. 鈥楽antam Guardians鈥 helped turn Uber drivers into the eyes and ears of all South Africans with an easy-to-use app that allowed drivers to log all crimes or suspicious activity they spotted on the roads during their shifts anonymously and within seconds.



Kunsthal Charlottenborg Museum - The Female Gaze



For centuries, women have been portrayed by men, for men. This is known as the Male Gaze. Together with the contemporary art space Kunsthal Charlottenborg, The Female Gaze altered the perspective on cultural heritage by virtually re-modelling the iconic painting 鈥榊oung Girl Preparing Chanterelles.鈥 The experience allowed users to step inside and paint their own picture by changing the light, angle, backdrop, posture, and facial expression of a woman who had only been presented in one way for centuries.


LinkedIn - Find Your In



Founded 20 years ago, LinkedIn has become the world鈥檚 largest and most well-known professional network that has unlocked professional possibilities for millions of people. In a new global campaign called 鈥楩ind Your In,鈥 developed in partnership with Droga5, the work tackles the misconceptions of LinkedIn being a platform for people 鈥渨ho already made it鈥 and shows that LinkedIn unlocks possibilities for everyone. It鈥檚 not about who you know, but who you could meet and what they know that can help us all go further. The film is choreographed to Remi Wolf鈥檚 'Guerilla' and tells an empowering story of how you can become whatever you can imagine with all the tools on LinkedIn to help you get there.


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