Cannes Lions 2016: Saatchi & Saatchi London win a Gold, five silver and three Bronze Lions for Deutsche Telekom ‘Sea Hero Quest’

Cannes Lions 2016: Saatchi & Saatchi London celebrated winning a Gold, five Silver and three Bronze Lions

At this years’ Cannes Lions International Festival of Creativity - the most prestigious event within the advertising industry - Saatchi & Saatchi London celebrated winning a Gold, five Silver and three Bronze Lions in the Direct, Pharma, Health & Wellness, Mobile and Promo & Activation and Entertainment categories, for Deutsche Telekom ‘Sea Hero Quest’.

‘Sea Hero Quest’, the mobile game, which has re-written the rules on collating data for use in dementia research, is the latest campaign for Deutsche Telekom from Saatchi & Saatchi.

Downloads of the game since its global launch have reached 1.6 million. The game has been collectively played for more than 30 years generating the equivalent of more than 4,500 years of similar lab based research. Previous studies into human spatial navigation have comprised no more than 600 participants making this the largest data set of it’s kind.

Hans-Christian Schwingen, Chief Brand Officer at Deutsche Telekom, commented: "The positive response to the project has been overwhelming. People around the world have been inspired to download Sea Hero Quest and game for good. The game has entered the top 20 in 40 markets on the App Store and Google Play and is even the number 1 game in many markets. That's already a spectacular success for research and science. We are not stopping there, just last week we released 2 new game worlds aimed at re-engaging players to keep sharing their time to help scientists fight dementia."

The concept of ‘Sea Hero Quest’ was motivated by the desire to empower people to game for good and was made a reality by partnering with world-renowned experts in their respective fields. With 3 billion hours spent playing online and mobile games weekly by the global population, the aim was to not only manifest that power but to go beyond to reach the widest audience possible and to recognise the part that technology plays in everyday lives.

Over 47 million people worldwide currently live with dementia with this number estimated to increase to 135 million by 2050. For many people living with dementia, one of the first effects they experience is a loss of spatial awareness, as they lose the ability to navigate their way through even well-known places and environments. Creating a global benchmark with ‘Sea Hero Quest’ for how we navigate is widely acknowledged as one of the key steps towards developing new diagnostic tests for the diseases that cause dementia.

For more information, visit #gameforgood

Awards given to Sea Hero Quest at Cannes Lions International Festival of Creativity:

  • Gold Lion Promo & Activation: Use of Mobile
  • Silver Lion Promo & Activation: Commercial Public Services
  • Silver Lion Health: Education & Services
  • Silver Lion Pharma: HCP Devices & Diagnostic
  • Silver Lion Direct: Use of Data
  • Silver Lion Cyber: Innovative Use of Social & Community
  • Bronze Lion Mobile: App Games
  • Bronze Lion Mobile: Social Gaming & Competition
  • Bronze Lion Entertainment: Innovation in Branded Games

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