Naked Communications has been named as one of four winners in the Cannes Chimera Award for the second year running after its Act Button idea won the third prize last year.
The competition is run by the Bill and Melinda Gates Foundation in conjunction with the Cannes Lions Festival, with this year’s brief to find a concept that could change the world, focusing on Millennials and embracing technology and interconnectivity, with more than 800 entries put forward by agencies in 66 different countries.
Naked’s ‘Watch for Good’ idea would see a button added to pre-roll videos which viewers could select as opposed to the ‘skip’ option, with the advertiser receiving the same pay-per-view cost but the publisher donating a defined portion of it to the Watch for Good fund which then invests in various altruistic projects.
Naked Communications Australia CEO Carl Ratcliff said: “It is an incredible honour to win the Cannes Chimera Award and we are beyond thrilled to have won it for two consecutive years now. We truly embrace the opportunity to use our strategic and creative thinking to make a real difference to global issues. We thank the Jury and eagerly anticipate meeting them, and the other winners, soon in Seattle.”
The jury, made up of previous Cannes Lions Grand Prix winners, selected the winners based on how successful their entries measured up to the standards and expectations laid out in the brief.
Winners will now receive mentoring from previous Cannes Lions Grand Prix winners at workshops held at the Bill & Melinda Gates Foundation in Seattle with winners invited to pilot their ideas over the next six months and to submit a proposal to the foundation for funding towards making the idea a reality.