In the age of AI – where a gnawing tension exists between humans and tech – being awarded a Gold Lion for creating something that mirrors the “future of media” in an exciting way is the ultimate compliment.
“When we saw ‘Inflation Cookbook,’ we really believed that is what the future of media looks like, where creativity is matched with technology to solve a problem for consumers,” Prerna Mehrotra, jury president, as well as chief client officer and CEO Media, Dentsu, APAC told strategy.
When addressing the press conference, Mehrotra said the piece from Dentsu and SkipTheDishes – which won a Gold Media Lion, the only one for Canada – was second in line for the Grand Prix.
Billed as a grocery shopping tool, “Inflation Cookbook” was created alongside chefs and nutritionists who vetted and curated recipes that incorporated more than 400 ingredients on sale at grocers across the country. The idea is to help Canadians fight inflation by equipping them with direct access to affordable meals.
Dentsu says the tool reflects the values of the SkipTheDishes brand “by championing healthy, well-priced fresh groceries, while also promoting their partnership with Food Banks Canada.”
As for the Grand Prix, that went to “Handshake Hunt” by Mercado Libre and Gut in Sao Paulo.
The campaign is centred around Black Friday, where, instead of fighting for attention during ad breaks, the e-commerce platform invited Latin Americans to hunt for handshakes (the shape of the brand’s logo and international symbol for making a deal) in TV content across channels in Latin America.
