Thank **** as Grey scoops Direct Lions for ‘Swear jar’

comic-relief-swear-jar-appComic Relief’s “Swear jar” campaign by Grey London has done its bit to prevent a torrent of foul language from all UK agencies entering the Cannes Direct Lions by picking up the only award for British shops in this year’s category.
The campaign, which has already scooped a silver and bronze in the Promo & Activation awards, won a bronze last night.
The Swear Jar app, which was linked to consumers’ bank accounts via PayPal, automatically fined users every time they used bad language.
The app used voice recognition technology from Google during the listening sessions, which lasted for a maximum of ten minutes, and identified and logged the amount of times consumers swore, donating 20p to Comic Relief every time they uttered an expletive.
US agencies dominated the Direct category, which dished out 76 awards in total. WPP-owned David Miami scooped the Grand Prix for its Burger King campaign, “Google Home of the Whopper”, which was designed to activate Google’s voice personal assistant, Home. The campaign also picked up a gold and a silver.
There were four other golds for US agencies; McCann New York, won two for “Fearless girl”; while Alma DDB, “Spanish Lessons” campaign for Netflix show Narcos and CP&B Boulder, for Kraft Macaroni Cheese, “New and not improved” picked up one each.
Four US shops won silver; FCB Chicago, McCann New York, Saatchi & Saatchi New York and 180LA.

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