MANILA, JULY 5, 2013 – DM9 JaymeSyfu graphic designer Reuben Francis Vidanes took the top spot at massively multiplayer game ‘Win Cannes’ after a last minute dash up the leader board.
Vidanes was one of 1,572 delegates playing the game and vying for the top prize of a Cannes Lions 2014 VIP delegate badge. During the course of the week the game saw a different daily winner each day, each of which received a prize courtesy of Microsoft. The winners of the week represented the wide variety of job roles and nationalities present at the festival and were:
· Monday – Mike Wente, exec creative director and managing director of VML New York
· Tuesday – Cinzia Caccia, art director at Young & Rubicam Italy
· Wednesday – Asli Sudor, marketing director, Atasun Optik, Turkey
· Thursday – Jan Marcinek, social Fairbrother Lenz Eley, Czech Republic
· Friday – Jonah Otieno, executive creative director and partner, 5IVE, Kenya
· Saturday – Reuben Francis Vidanes, graphic designer, DDB DM9JaymeSyfu, Philippines
The top 5 countries playing across the course of the week were Brazil, USA, Japan, UK and Russia.
Delegates played using the official Cannes Lions app and were awarded points called Pings for a range of activities including attending seminars, networking with other attendees, collecting work to take home and much more. It’s the first time a global festival on this scale has used gamification – the use of game mechanics in a non-game context to reward engagement.
The game mirrors PHD’s own operating system, Source, which was launched at the start of this year. Game mechanics at the heart of the system mean that employees from around the world are part of a massively multiplayer online game which encourages collaboration and helps solve clients’ advertising briefs.
Unveiling Source at PHD’s seminar at the Cannes Lions Festival, Mark Holden, worldwide strategy and planning director revealed how turning its work for blue-chip clients like Unilever into a mass scale game, has led to 75% of its global workforce displaying unprecedented levels of engagement, collaboration and creativity.
“Source has changed the way people at PHD work. Now people come to work each day and play the game – the result and effect of which has enhanced planning and innovation for our clients across the world. This has been achieved without us truly maximising the full potential of game thinking which suggests that the opportunity for brands, business and communities at large is highly significant” he said.
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