In the build-up to this year's Cannes Lions International Festival of Creativity, which kicks off on Sunday 16 June, The Drum has asked a number of senior creatives to root through the great creative work they have seen produced this year and choose five they believe could and should win big this year. Today's selection come courtesy of AKQA chief creative officer James Hilton.
It’s always an indulgence to be asked to give your ‘top five’ for awards, all a bit if-I-ruled-the-universe. I have no problem with this – mainly because I plan on ruling the universe by next Thursday. (All going well, and no-one discovers that the glorious robot dawn is… A story for another time perhaps.) I also don’t have a problem with only choosing my top three and forgetting about the other two. When you rule the universe, such trifles are of little concern.
So without further ado: in first place, it’s Nike+ Kinect Training. There is much awe-inspiring technology in the world that is simply underused – made gimmick for the lack of appropriate application, answers waiting for the relevant questions. For me, Kinect was such an answer: waiting. One that Nike+ Kinect Training has answered so fully, that if you still lack a reason to own an Xbox, this is it. An adaptive, intelligent, observant, motivating and accessible personal trainer. For everyone. At any time. More accurate than a human trainer, and far easier to schedule, this is a technology improving me. And a brand contributing to my life in a positive way. Job done.
Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.