The Monkeys, Part of Accenture Song, has won a Cannes Lions Grand Prix for its work with the Pacific island nation of Tuvalu.
In The Dan Wieden Titanium Lions, honouring provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry, 176 entries were received and the Jury chose to award 3 Titanium Lions.
The Grand Prix was for The First Digital Nation, for The Government Of Tuvalu.
Tara Ford, chief creative officer of The Monkeys, part of Accenture Song, said Tuvalu has been fighting climate change for over 30 years.
"Without land, you don’t have a nation," she told AdNews.
"You don’t have a place on the world’s stage. Our mission was to help them protect their sovereignty even when the land has gone. We are honoured to receive this very special award.”
Titanium Lions Jury President: David Droga, CEO, Accenture Song, Global, asked: How does a nation that is sinking keep its borders, sovereignty and rights? How does its people keep its culture, heritage and identity?
"By completely reorienting the rules and laws of what it is to be recognized as a nation on the global stage," he said.
"This is far more than a creative or tech idea. It’s not even about a disposable execution. It is about recognition, policy, and safeguarding GDP.
"It is also about creating new precedents for dozens of other countries facing a similar future. This work was the highest scored entry from day one of the prejudging, to the very last vote on the Grand Prix on the final day. It is an idea that needed to happen and should live on far beyond any of us.”
The campaign created the beginnings of a Digital Nation starting with a digital twin of one of its islands.
"As rising sea levels threaten to submerge our home, we have made a radical plan for the survival of our nation," said Simon Kofe, the Minister of Justice, Communication & Foreign Affairs of Tuvalu.
Due to the ongoing effects of climate change, Tuvalu may be forced to move its country online.
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