|Client||EITB - EUSKAL IRRATI TELEBISTA|
|Category||A06. Media & Publications|
|Entrant||THE CYRANOS//McCANN Barcelona, SPAIN|
|Idea Creation||THE CYRANOS//McCANN Barcelona, SPAIN|
|Production||THE CYRANOS//McCANN Barcelona, SPAIN|
|Leandro Raposo||The Cyranos // McCann||Creative President & Founder|
|Pablo Colonnese||The Cyranos // McCann||Executive Creative Director & Founder|
|Oriol Bombí||The Cyranos // McCann||Head of Strategic Planning|
|David Fernández||The Cyranos // McCann||Creative Director|
|Joaquin Espagnol||The Cyranos // McCann||Creative Director|
|Matías López Navajas||The Cyranos // McCann||Copywriter|
|Diego Alonso Rodríguez||The Cyranos // McCann||Art Director|
|Eduard Cubel||The Cyranos // McCann||Art Director|
|Jaume Rufach||The Cyranos // McCann||Copywriter|
|Carlos García-Munté||The Cyranos // McCann||Copywriter Junior|
|Fernando Diago||The Cyranos // McCann||Art DirectorJunior|
|Xavi Teruel||The Cyranos // McCann||Art Director Junior|
|Alba Riart||The Cyranos // McCann||Production Manager|
|Patrícia Franquesa Ruiz||The Cyranos // McCann||Agency Producer|
|Fernanda Pierri||The Cyranos // McCann||Head of Client Services|
|Anna Gil||The Cyranos // McCann||Head of Account Services|
|Natalia Chillon||The Cyranos // McCann||Office Manager|
|Xavi Tribó||Xavi's Lab / GLASSWORKS||Technology Director|
|Joan Amat||Xavi's Lab / GLASSWORKS||App Developer|
|Olga Duerto||Oxigeno||Executive Producer|
The CampaignTHE FIRST APP THAT CAPTURE THE SOUND OF ONE NEWS ITEM FROM YOUR TV, RADIO, ETC AND LETS YOU CHECK IT IN REAL TIME WITH MILLIONS OF STORIES AND GIVES YOU THE 6 MOST WIDELY DIFFERING ANGLES OF COVERAGE ALL OVER THE WORLD. If lies have an increasing amount of tools, then the truth has to have them too. That´s we created yournalist. The first app that lets you check in real time, millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world. Without any ideological or geographical bias. It starts like Shazam. Aim your mobile towards your tv or radio when they are talking about a topic you are interested in. In real time,YOURNALIST sends it to Watson, an IBM software that,with a deep learning algorithm, selects the keywords tofind just the news that matches yours.
Creative ExecutionYournalist uses the latest advances in DEEP LEARNING. IT IS THE FIRST NEWS APP THAT CAPTURES SOUND that then using IBM WATSON, BY MEANS OF SENTIMENT ALGORITHMS APPLIED TO NATURAL LANGUAGE, processes it and identifies concepts, entities, people, and target sentiment, WHICH IT CONVERTS INTO KEYWORDS with percentages of relevance that are used TO LOOK FOR OTHER SIMILAR SOURCES that contain them. ONCE IDENTIFIED, IT MAKES AN INNOVATIVE SECOND READING OF DATA BY WATSON: it uses the tool for the opposite reason for which it was designed and, instead of similarities, TO FIND DIFFERENCES. IT THUS OBTAINS 6 NEWS ITEMS THAT ARE DIFFERENT FROM EACH OTHER, AND OBJECTIVELY, WITHOUT IDEOLOGICAL BIAS, ONLY DEGREES OF DIFFERENTIATION IN THE TREATMENT.
ResultsReviewed positively in the main technology and general media outlets (4 stars in the magazine iCreate). The plus service is used today by more than 40 editorial teams around the world. EITB became the first independent and objective media outlet in spontaneous mention in the regions where it operates. 83% of users use it as their prime source of information on their mobile, sent to more than 50,000 subscribers outside the Basque Country. Coverage in the main general media outlets. Second stage of funding to launch it globally.
In times of misinformation, YOURNALIST is a tremendously useful tool by Eitb. The sound capturing (like Shazam) makes it useful and, for the brand, this converts to Yournalist as a perfect contact point with the general target, being able to become an app of frequent use for those who want to be informed. With the app, Eitb BREAKS THE GEOGRAPHICAL FRONTIERS OF THE CHANNEL ITSELF (associated with the Basque Country) AND DIRECTLY REACHES A POTENTIAL WORLDWIDE PUBLIC that otherwise would be economically impossible. Moreover, YOURNALIST WILL ESTABLISH DIRECT COMMUNICATION WITH USERS, enabling the evaluation and reporting of fake news.
EITB is a public communication medium traditionally associated to an autonomous community and positioned as a medium in constant search for the truth. We wanted to strengthen our position and broaden our range outside our traditional demographic target. And to demonstrate that in these times these are not just words, we created an app that is different to all other apps from other communication media. An app from a medium that didn’t want to be your only medium. YOURNALIST: The first app that lets you check in real time, millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world. Without any ideological or geographical bias.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.