INNOVATION PRIZE FOR ‘MOUTHPAD^’

THE WINNER of the 2023 Innovation Grand Prix is ‘Mouthpad^’, entered by Wunderman Thompson Peru and Augmental San Francisco. A remarkable invention, it allows paralysed people to control electronic/digital devices with their tongue — via a Bluetooth-enabled plate that fits into the mouth like a dental brace. Jury president Grace Francis, global chief creative and design officer, WongDoody said the Grand Prix “has the power to transform an individual life in such a holistic way. I can honestly say I had never seen anyone take a selfie with their tongue until I saw ‘Mouthpad^’.” around the hit Apple TV+ comedy series Ted Lasso, which sees a larger-than-life American sports coach take over an English soccer team, the fictitious Richmond AFC. In a humorous twist, Apple and EA Sports came together to recreate Richmond AFC for the videogame, FIFA 23.

In addition to the fake team in the game, there was a launch film and activity across social media. The resulting buzz led to a 35% increase in streaming for Ted Lasso.

The jury was led by president Ari Weiss, global chief creative officer, DDB Worldwide. In addition to the Grand Prix, Weiss’s team awarded 11 Gold Lions to 10 campaigns. Gold winners that have already feature strongly this week included ‘World Cup Delivery’ (Pedidos Ya, Gut Buenos Aires) and ADLaM (Microsoft/McCann).

There were also Golds for the US (3), Argentina, Canada, Honduras, India, Italy, South Korea and the UK.

The Innovation Lions celebrates groundbreaking innovation, technology and problem solving. “We met an extraordinary array of experts,” Francis said, “from biologists and medical doctors to anthropologists. You need to use your head and your heart, asking how any potential Grand Prix might reshape society.” There was also one Gold Lion for TBWA\Hakuhodo and Shellmet (Japan).

GRACE FRANCIS: “POWER TO TRANSFORM”