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Malcolm Paynton of Cheil Worldwide: Mobile is trying to change brands in a bold and creative way
22 de junio de 2016
La campaña NYT VR para The New York Times y Google rugió con un Grand Prix
The NYT VR campaign for The New York Times and Google by Brand Studio was presented with a Grand Prix in Mobile. Malcolm Paynton, CCO Global at Cheil Worldwide and President in the Mobile category said in a press conference that the creative use of mobile was awarded. “Its about changing an industry using a brand in a bold and creative way.” The winner must prove its presence in different platforms which means that the work should be integrated to the idea and allow its use. “Is doing the things we havent think outside. Mobile has change the industry” Payton said. In Mobile category 62 Lions were awarded, an increase compared with the 57 presented last year. The campaign consisted in developing a mobile app and augmented reality googles – made of cardboard- so subscribers could live the news through a virtual reality experience. The New York Times app was downloaded 500,000 times, becoming one of the most used.
