New alphabet wins top accolade again Big first takeaway for Saudi Arabia

THE WINNER of the second Creative Commerce Grand Prix is tech-powered campaign ‘The Subconscious Order’. Created by Wunderman Thompson Riyadh for HungerStation, it is the first Cannes Lions Grand Prix for Saudi Arabia. An ingenious campaign, ‘The Subconscious Order’ attempts to help people deal with ‘choice overload’ when ordering takeaway food. It does this by monitoring a mobile user’s facial features and identifying which menu choices they are most interested in from a subconscious point of view — and then suggesting a shortlist of options.

Jury president Nancy CrimiLamanna, chief creative officer, FCB, Canada said it was “a bold campaign that involved changing the brand’s user experience to accommodate this new capability. It’s scalable, adaptable, makes ordering fun and turns the pro - cess from a transaction into an emotional experience. I tried it and got chicken wings.”

In terms of category trends, Crimi-Lamanna noted a growth in the use of biometrics and a closer correlation between “purpose” and “purchase”.

There were also four Gold Lions for the US (2), Canada and the UK.