Cannes Contenders: Media.Monks' Best Hopes Heading into Cannes 2024
Media.Monks is gearing up for the 2024 Cannes Lions Festival with a formidable lineup of campaigns showcasing the agency's innovative spirit and global reach. Renowned for seamlessly blending technology, creativity, and storytelling, Media.Monks operates across various markets, delivering standout work that resonates with audiences worldwide.
This year, Media.Monks is bringing forward an array of exceptional projects, from the heart-warming ‘Watch Her Win’ for Pony Malta, to the high-tech 'KIKI' for NHK Enterprises.
Check out the compelling Media.Monks campaigns to feature at the Cannes Lions in 2024, and learn about how Media.Monks is continuing to set new standards for creativity.
NHK Enterprises Inc - KIKI, Virtual Human Interpreter
“KIKI is the world’s first text-to-sign translation engine designed to provide true accessibility for Deaf communities,” said Sanya Grujicic, executive creative director of Media.Monks. “What a hearing person may not know, is that closed captioning, or transcribed spoken word, is an entirely different language than sign languages. For decades, Deaf communities have had to translate an entirely different language as they read during a crisis. We are proud to partner with NHK Enterprises Inc. and NHK Global Media Services to develop innovation that finally stands for linguistic diversity."
Netflix LATAM - The f***ing Car
Pablo Vitale, executive creative director at Media.Monks, said “The combination of a huge Netflix title, hormones peaking on Spring Day, and an unskippable visual made it social media worthy. But what we loved the most about the idea is the simplicity behind it. We didn't need state-of-the-art innovations or even a tagline for it to work. Just a simple universal execution that made people talk openly about sex. And that's what sex education is all about, right?”
Sephora EMEA - mAI Colpevoli
Cristina D’Anna, creative director at media.Monks, said, "Every tangible action taken against prejudice and violence through our work fills me with enthusiasm. It makes me feel I have a positive impact both personally and as a worker in the advertising sector. When we addressed the issue of gender-based violence, we asked artificial intelligence to identify with a female victim; we tasked AI with narrating that difficult moment in a monologue based on strangers' online comments on violence cases. Surprisingly, despite being instructed to speak as the victim, the AI began justifying the perpetrator's actions, often blaming itself for the violence endured. Initially, our entire team was shocked by the response, but we realised we had a powerful concept on our hands. Therefore, I expect the project to resonate because I imagine it’ll evoke the same shock in those who see it."
BMW EMEA - Make it Real
World Literacy Foundation LATAM/NAMER - The Literacy Pen
“The Literacy Pen holds the potential to impact millions of people who are limited in their daily lives because they don’t know how to read or write," said Jouke Vuurmans, chief creative officer at Media.Monks. "We applied basic technology in an innovative way to develop The Literacy Pen, and we hope that this tool will inspire independent learning and open doors to new opportunities for its users."
Mercado Libre - The Infiltrated Talent
Pablo Vitale, executive creative director at Media.Monks, said, “Creating a talented brand ambassador from scratch is hard, but it's harder to make him stand out from the rest. To do so, we needed to take him beyond social media. That's where we decided to infiltrate him as a real participant where the best talents in the world compete. If our 'professional searcher' could convince the producers and the jury, he had a chance with a larger audience, and luckily he did. His rather odd talent granted him 5 prime time performances, that's 11 minutes of free branded content, showing a regular guy online shopping on national television.”
