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The New York Times VR Experience "The Displaced" Wins Two Cannes Lions
The New York Times' VR (virtual reality) experience "The Displaced" won the Grand Prix in the Entertainment category at the Cannes Lions. The New York Times' VR app, which featured this work and others, also won the Grand Prix in the Mobile category. The Entertainment category was newly established this year, replacing the previous Branded Content & Entertainment category.
"The Displaced" used VR technology to allow viewers to experience the lives of refugee children who had been forced to flee their homes due to conflict. Along with providing an app to view the content, the newspaper distributed one million Google Cardboard headsets (simple VR head-mounted displays) branded with the newspaper's logo. Within three weeks of its release, it became the most downloaded app in the newspaper's history. It was produced by T Brand Studio, a subsidiary of the newspaper.
Jay Goodman, CCO of CAA Marketing and chair of the entertainment jury, said, "This work has become a driving force for the brand business. It has propelled this traditional medium 100 years into the future. To understand why it won the award, you have to experience it for yourself. You will feel that it opens up a whole new perspective."
Source: Ad Age
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