Naked Communications Australia is one of just eight winners of the prized Cannes Chimera award for its idea “The Act Button”.
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 ways to ‘Help lead the fight against extreme poverty’, with more than 900 entries put forward by agencies in 79 countries.
Naked’s idea would see an “act button” placed under news articles so readers who are moved by stories of disaster and poverty can click through to a page where they can find more news about initiatives, policies, programs and investment opportunities that could have a positive impact on the outcome of that particular story.
Carl Ratcliffe, CEO of Naked Communications, said: “We are incredibly honoured to have been awarded a Cannes Chimera, and to have the opportunity to make a real difference to a global issue with our creative thinking. We thank the jury and look forward to developing this idea further with some of the best creative minds in the world.”
The aim of the brief was to bring the number of people who live on less than $1.25 a day from 1.1bn to zero by 2030wit top international judges including McCann Melbourne’s ECD John Mescall.
Winners of the Cannes Chimera will attend a workshop with them and be invited to submit a funding proposal of up to $1m to the Bill and Melinda Gates Foundation to implement the idea.
Naked Communications creative Tristan Graham said: “Cannes Chimera perfectly reflects the role modern creative agencies can now play; not just as creators of advertising but as creators of ideas. Tools, initiatives, products, businesses and innovations that work to create positive change for the community.”