CANNES - The Innovation Lions honor ground-breaking innovation, technology, and problem solving. Standalone technological solutions including tools, products, models, platforms, and other forms of ad tech are also recognized, as well as creative campaigns utilizing new tech.
With this in mind, the Cannes Lions International Festival of Creativity has awarded its Innovation Lions Grand Prix to 'My Line' from MullenLowe SSP3 for the Ministry of Communications and Technology of Colombia.
The problem that the Colombian government had to face was that despite the largest mobile and internet penetration in the country's history, many Colombian citizens still had no internet or smartphone access due to the remoteness of their locations.
The solution that MullenLowe SSP3 came up with was 'My Line.' Powered by Google, it's a traditional landline that people can call no matter where they are or no matter what device they are using. By just calling “6-0-0-0-9-1-3,” a caller can ask any question to Google Assistant and connect with Google Systems in the cloud. The result is that 99.3% of the population, the highest in Colombia's history, now have access to the information available in the Google Systems.
Only one Gold Lion was handed out for Innovation Lions and it went to Germany. 'Making the world accessible, dot by dot,' by Serviceplan Germany, Serviceplan Korea, and Dot Incorporation out of Seoul for Dot.
The lone Silver Lion went to the Netherlands for 'Futurecraft 4D' by adidas Netherlands for adidas.
Bronze Lions went to 'Touching Masterpieces' by Geometry Global Prague (Czech Republic), 'Good Vibes: Communication tool for the deafblind' by Cheil Worldwide Gurgaon (India), and 'The Canceller' by Grey Brazil (Brazil).
The complete list of Innovation Lions winners is here: