El equipo de We Believers con el premio
The Hispanic agency was acknowledged with an Innovation Lion for its Edible Six-Pack Rings campaign for Saltwater Brewery in the Innovation category of Lions Innovation. Emad Tahtouh, Jury President of this category and Applied Technology Director at Finch told PRODU that the awarded campaign pinpoints clearly the problem and is perfectly aligned with the brand, an aspect -which although is not a prerequisite- is recognized as a very good additional feature. “The test process was amazing. They presented in great detail how they did quickly the prototype and test it, how they merchandize it, how they made it climb, how much it will cost, how they will protect it, how they will use it” he said. The campaign consists in developing edible packages to substitute the plastic six-packs, harmful for ocean life. The goal of these innovative six-packs is to save thousands of marine lives from poisoning and choking, in this way getting closer to their beer target: surfers, fishermen and ocean lovers. “If this takes off more than it already has done, we are hopeful that it can become part of regulations in certain places, the same as the banning of plastic bubble wraps and plastic bottles” Tahtouh said. Lions Innovation category that encompasses Innovation and Creative Data -one of the newest in the Cannes Lions Festival- received 400 entries and evaluates the power of data and technology as creative catalysts.
