Register

    Thinking Machine Wins Cannes Lions for “Data in Dollars” with Xfinity Mobile and Goodby Silverstein & Partners

    By RACONTEURUpdated:No Comments14820 Views
    “Data in Dollars,” the Xfinity Mobile pre-roll campaign, directed by Thinking Machine's Docter Twins for Goodby Silverstein & Partners, scores at the Cannes Lions International Festival of Creativity. “Data in Dollars” is a series of six-second ads designed specifically for YouTube and exclusively for mobile.
    LOS ANGELES -- (SPW) --

    “Data in Dollars,” the Xfinity Mobile pre-roll campaign that cleverly plays off online content we’re all familiar with, scores at the Cannes Lions International Festival of Creativity. Directed by Thinking Machine's Docter Twins for Goodby Silverstein & Partners, “Data in Dollars” is a series of six-second ads designed specifically for YouTube and exclusively for mobile.  The aim of the campaign is to inform smartphone users how much they're spending on data by turning pre-roll ads into price tags, brilliantly showing viewers the real dollars-and-cents cost of watching the ensuing video.

    Matt and Jason Docter economically use wit and a cheeky sense of humor to create a playful send-up of popular YouTube genres, striking just the right tone for each category within the six-second vignettes. In one clip, a soaring basketball player is shocked to learn that watching the upcoming sports highlight video will cost him $1.31 in data (his slow motion exclamation of "whaaaat?" is the subtly perfect comedic embellishment.) Along with sports highlights, the contextually placed content spans makeup tutorials, tech reviews, music videos, game reviews, and movie trailers.

    Of the task, Jason Docter remarks, “Communicating a comedic idea in six seconds is extremely challenging.  Working with the amazing team of creatives at GS+P, we approached each film as a print ad — the viewer had to immediately understand the situation to allow for the comedy to beat out.  I think I drove them nuts with my timing of auditions in prep and takes on the shoot day, but it paid off in the end.”

    The clips drive how Xfinity Mobile helps its customers avoid data charges by letting them connect the millions of 4G LTE WiFi hotspots around the country. Rolling ahead of the most popular genres on YouTube, the campaign has put prices on over 2,000 of YouTube’s most popular videos, with 4.5 million impressions to date.

    The “Data in Dollars” campaign is the debut showing at Cannes for Thinking Machine, the nimble production company-slash-music house made up of Matt and Jason Docter. Their humor-forward approach was awarded with two Silver Lions for Data-Driven Targeting (Creative Data and Media Lions) and a Bronze Lion for Social – Targeted Communication (Mobile Lions), among five shortlisted entries.

    View “Data in Dollars” Case Study here: https://www.dataindollars.com/

    media

    Olia Ougrik
    Partner / Director of Public Relations
    Raconteur
    Contact via email
    SPW Category:Awards Show Announcements (News, Nominees, Winners)
    Tags:Xfinity2018 Cannes WinnersData in DollarsThinking MachineCannes Lions



    Creative Trailblazer Javier Campopiano Returns as Executive Jury President For The 2025 NYF Advertising Awards

    Thursday, November 21, 2024
    Javier Campopiano Returns as Executive Jury President for New York Festivals.

    New York Festivals Advertising Awards is thrilled to announce that Javier Campopiano, Global Chief Creative Officer at McCann Worldgroup and McCann will return as the 2025 Executive Jury President. In January, NYF’s Advertising Awards will kick off a spectacular new season, once again spearheaded by industry innovator Javier Campopiano. He will continue to build on the success of last year’s event by pulling together a carefully curated mix of both creative and brand leaders to ensure that a diverse array of viewpoints and perspectives are brought together. Through thoughtful discussions and expert evaluations, this coveted group will establish the benchmark for creative excellence in 2025. “We’re honored to have Javier Campopiano return to lead the 2025 Executive Jury,” said Scott Rose, President, New York Festivals Advertising Awards. “With his seasoned global perspective and mastery in crafting campaigns that push creative boundaries, Javier’s insight will once again inspire a bold standard of excellence within our jury sessions.” Campopiano has built a reputation as an innovative creative, consistently standing out on the global stage. His achievements have garnered international acclaim, including over 200 Cannes Lions, which feature prestigious accolades such as Titanium Lions and Grand Prix. Additionally, he has received top honors at numerous renowned international competitions. Campopiano said, “Serving as Executive Jury President for New York Festivals is its own reward, and I am honored to be taking on this important role again. Together with an incredible group of accomplished industry peers, we will be looking for creativity rooted in human truths that generate... Read More

    MySHOOT Profiles


    Add A Comment