近日，2017 年戛纳国际创意节徐徐拉开了大幕，第一批奖项——戛纳健康狮 (Lions Health) 也已新鲜出炉！澳大利亚的 Clemenger BBDO Melbourne 凭借作品"Meet Graham" 拿下这一类别的全场大奖。
"Meet Graham" 是墨尔本雕塑家 Patricia Piccinini 、莫纳什大学撞车研究员 David Logan 以及创伤外科医生 Christian Enfield 三人的跨界作品，他们基于数十年的道路安全数据和外科创伤医学研究，为维多利亚交通事故委员会 (Transport Accident Commission Victoria) 构建了一个能够承受交通事故的人类“进化”雕塑。旨在用这样一个触目惊心的人体雕塑告诉我们，在交通事故面前人是多么的不堪一击，为大众敲响交通安全的警钟。
360°全景体验网址：http://www.meetgraham.com.au/view-graham
想要在车祸中幸存下来，人类必须进化成 Graham 这样：头骨出于保护的目的开始不断变厚，直到拥有内置头盔一般奇大无比的脑袋。与此同时，由于脖子过于脆弱，所以脖子就这样“进化”没了，头和身体直接连为一体。另外肋骨也变得更大，并且整个身体都覆盖上了一层厚厚的脂肪，特别是头部、脸部。为了抵御冲击，脚背也变得奇长无比。
雕塑病态的脸庞，畸形的胸腔，变形的四肢……每一处都让人对交通事故的危害引起高度警惕。
来自德国 Serviceplan Health & Life 的评审团主席 Mike Rogers 评价连用了“壮观”、“前所未见”、“惊人”三个词语来表达对这件作品的喜爱。
值得一提的是，此前该作品还获得过 2017 年D&AD 英国全球创意最具含金量的黑铅笔以及素有“互联网奥斯卡”之称的威比奖(The Webby Awards)，可谓拿奖拿到手软。
2018Cannes LionsCreative Effectiveness | Single Country Creative EffectivenessBronze
2017Cannes LionsPR 丨 Public SectorGold- 2017Cannes LionsDesign | Sculptural Brand Installation & ExperienceGold
2017Cannes LionsDirect | Integrated Campaign led by DirectSilver- 2017Cannes LionsDesign | Data VisualisationGold
- 2017Cannes LionsPR 丨 Events & StuntsSilver
- 2017Cannes LionsOutdoor | Integrated Campaign led by OutdoorSilver
- 2017Cannes LionsOutdoor | Non-Standard Indoor AdvertisingSilver
2017Cannes LionsCyber | Social PurposeGrand Prix- 2017Cannes LionsCyber | Public SectorGold
- 2017Cannes LionsPR 丨 Launch / Re-launchSilver
- 2017Cannes LionsCyber | Integrated Multi-Platform Campaign (Online & Offline)Gold
- 2017Cannes LionsMedia | Use of Integrated MediaBronze
- 2017Cannes LionsPromo And Activation丨Use of Ambient Media: Large ScaleSilver
- 2017Cannes LionsDirect | Use of Ambient Media: Large ScaleGold
- 2017Cannes LionsDigital Installations & EventsBronze
- 2017Cannes LionsPR 丨 Brand Voice & Strategic StorytellingSilver
- 2017Cannes LionsDirect | Use of TechnologySilver
- 2017Cannes LionsDirect | Public SectorSilver
- 2017Cannes LionsPromo And Activation丨Public SectorSilver
- 2017Cannes LionsPromo And Activation 丨 Exhibitions / InstallationsGold
- 2017Cannes LionsSpatial TechSilver
2017D&AD AwardsSpatial & Experiential Design | Installation DesignGraphite Pencil- 2017D&AD AwardsDirect | Direct Response/AmbientGraphite Pencil
2017D&AD AwardsCreativity for Good | Advertising & Marketing Communications | Not for Profit Yellow Pencil- 2017D&AD AwardsPR | Integrated CampaignYellow Pencil
2017D&AD AwardsPR | Public Affairs CampaignBlack Pencil- 2017D&AD AwardsOutdoor Advertising | Ambient Yellow Pencil
2017D&AD AwardsIntegrated & Collaborative | Integrated/Large Business (over 500 employees)Wood Pencil- 2017D&AD AwardsDigital Design | WebsitesWood Pencil
- 2017D&AD AwardsIntegrated & Collaborative | Earned Media | Large BusinessYellow Pencil
- 2017D&AD AwardsDirect | Direct Integrated CampaignsYellow Pencil
2017LIAHealth & Wellness - Craft | Production DesignGold- 2017LIANon-Traditional | Public Service/Social WelfareGold
- 2017LIADigital | UX - User ExperienceGold
2017LIANon-Traditional | Direct MarketingSilver- 2017LIAThe NEW | ExperientialGold
- 2017LIANon-Traditional | Interactive InstallationsGold
- 2017LIAThe NEW | Creative Use of DataGold
- 2017LIAHealth & Wellness | Health Institutions/InsuranceGold
- 2017LIADigital | Public Service/Social WelfareGold
2017LIADesign | Installations/DisplaysBronze- 2017LIADigital | Weird Wonderful WorkGold
- 2017LIAHealth & Wellness | InnovationGold
- 2017LIAIntegration | Multi-platformGold
- 2017LIAHealth & Wellness - Craft | Use of IllustrationSilver
- 2017LIABranded Entertainment | Augmented RealitySilver
- 2017LIAAmbient | Public Service/Social WelfareGold
2017NYF Advertising AwardsPUBLIC SERVICE ANNOUNCEMENTSGrand Prize
2017NYF Advertising AwardsPUBLIC SERVICE ANNOUNCEMENTSBest of Show 
2017CLIO AwardsIntegrated CampaignGold- 2017CLIO AwardsInnovation | Medium InnovationGold
- 2017CLIO AwardsOut of Home | AmbientGold
2017CLIO AwardsDigital/Mobile | Virtual/Augmented RealitySilver- 2017CLIO AwardsPublic Relations | Public AffairsGold
- 2017CLIO AwardsBrand Design | Spatial DesignSilver
- 2017CLIO AwardsDirect | Out of HomeSilver
- 2017CLIO AwardsEvents/Experiential | AmbientGold
2017The One ShowDirect Marketing | Ambient / Immersive / InstallationsSilver Pencil- 2017The One ShowInteractive | Innovation in Interactive / Ambient / ImmersiveSilver Pencil
2017The One ShowPrint & Outdoor | Ambient Media (Indoor & Outdoor) / Installations & Immersive - SingleGold Pencil
2017The One ShowPrint & Outdoor | Ambient Media (Indoor & Outdoor) / Installations & Immersive - SingleBest of Discipline- 2017The One ShowCross-Platform | Brand TransformationSilver Pencil
- 2017The One ShowPublic Relations | Integrated CampaignSilver Pencil
2017AWARD AwardsBranded Entertainment & Content | Experiential - InteractiveGold- 2017AWARD AwardsPromotion & Experiential | Best use of Experiential Marketing in a PromotionalGold
- 2017AWARD AwardsCreativity For Good | DesignGold
- 2017AWARD AwardsMarket Disruption & Product/ Service Development | Industry or Category DisruptionGold
- 2017AWARD AwardsMarket Disruption & Product/ Service Development | Interactive Design for Product/ServiceGold
- 2017AWARD AwardsBranded Entertainment & Content |Experiential - InstallationGold
- 2017AWARD AwardsInnovation | Creative Innovation / Technological InnovationGold
- 2017AWARD AwardsDigital | Digital Kiosk, Point of Sale, On-site, Outdoor DigitalGold
- 2017AWARD AwardsDirect Marketing | Integrated SolutionsGold
2017AWARD AwardsBest in ShowBest in Show
2017AWARD AwardsDirect Marketing | Digital Direct Response, CampaignSilver- 2017AWARD AwardsDesign | Weird and WonderfulGold
- 2017AWARD AwardsDirect Marketing | Alternative Media, IndividualGold
- 2017AWARD Awards Poster & Outdoor | Interactive and/or Moving Indoor, IndividualGold
- 2017AWARD AwardsPromotion & Experiential | Best use of Other Digital Media in a PromotionalGold
- 2017AWARD AwardsIntegrated Campaign Gold
- 2017AWARD AwardsPublic Relations | Best Integrated Campaign Led by PRGold
- 2017AWARD AwardsCreativity For Good | DesignGold
2017The Webby AwardsAdvertising & Media | Integrated CampaignsWinner
2017AD STARSOutdoor | Ambient | Non-Standard Indoor AdvertisingCrystal
2017AD STARSDirect | Integrated campaign led by direct marketingGrand Prix
2017AD STARSPR | Product & Service | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public ServicesSilver
2017AD STARSPublic Service Advertising | EducationGrand Prix of the Year
2017AD STARSIntegrated | Product & Service | Corporate |InstitutionGold- 2017AD STARSPR | Integrated Campaign led by PRGrand Prix
- 2017AD STARSInteractive | Product & Service | Finance | Services | Entertainment & Leisure | Travel | Restaurants | Commercial Public ServicesGold
2017Spikes Asia Promo & Activation | Exhibitions / InstallationsSilver Spike- 2017Spikes AsiaOutdoor | Integrated Campaign Led by OutdoorSilver Spike
- 2017Spikes AsiaDigital | Integrated Multi-Platform Campaign (Online & Offline)Silver Spike
2017Spikes AsiaPr | Events & StuntsGold Spike- 2017Spikes AsiaIntegrated Silver Spike
- 2017Spikes AsiaDirect | Use of TechnologySilver Spike
- 2017Spikes AsiaPromo & Activation | Public SectorGold Spike
- 2017Spikes Asia PR | Public SectorSilver Spike
2017Spikes AsiaPr | Integrated Campaign Led By PrGrand Prix- 2017Spikes AsiaMobile | Augmented Mobile ExperienceGold Spike
- 2017Spikes AsiaDirect | Use Of Ambient Media: Large ScaleGold Spike
- 2017Spikes AsiaDigital | Spatial TechGold Spike
- 2017Spikes Asia Healthcare | InsuranceSilver Spike
- 2017Spikes AsiaDigital | Public SectorGrand Prix
- 2017Spikes AsiaDirect | Integrated Campaign Led By DirectGrand Prix
- 2017Spikes AsiaOutdoor | Non-Standard Indoor AdvertisingGold Spike
- 2017Spikes AsiaDesign | Spatial Brand Installation & ExperienceGold Spike
- 2017Spikes AsiaHealthcare | Brand Led Education & AwarenessGrand Prix
- 2017Spikes AsiaPromo & Activation | Use Of Ambient Media: Large ScaleGold Spike
- 2017Spikes Asia Design | Digital & Interactive DesignSilver Spike
2017TangramsDIGITAL STRATEGY | Website & MicrositesSilver- 2017TangramsMEDIA STRATEGY | Sponsorship & Event MarketingSilver
2017TangramsMEDIA STRATEGY | Media InnovationGold- 2017TangramsDIGITAL STRATEGY | Digitally Integrated CampaignGold
- 2017TangramsMEDIA STRATEGY | Integrated Use of MediaSilver
2017TangramsEFFECTIVENESS | Insights / Strategic ThinkingBronze
2017TangramsEFFECTIVENESS | Innovative Use of MediaShortlist- 2017TangramsDIGITAL STRATEGY | Digital InnovationShortlist
- 2017TangramsEFFECTIVENESS | Integrated Marketing CampaignShortlist
- 2017TangramsMEDIA STRATEGY | Charities, Public Health & Safety and Public Awareness MessagesGold
- 2017TangramsDIGITAL STRATEGY | Charities, Public Health & Safety and Public Awareness MessagesGold
- 2017TangramsEFFECTIVENESS | Charities, Public Health & Safety and Public Awareness MessagesSilver
2017Effie WorldwideGovernment / InstitutionalSilver
2017Effie WorldwideMedia InnovationGold
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