The campaign that won the Cannes Lion’s Innovation award
My Line
An innovative way to give even to the most remote places access to information that some of us take for granted
My Line is the campaign that our team chose to research for our group project for the Ad Discovery and Creativity Lab course in our university. As Media & Communication students we were inspired by the creativity and at the same time by the simplicity of this campaign which was launched for a good purpose ,to help people who live in remote areas get access to essential information.
But what is this ‘’My Line’’ campaign?
It’s a ‘’traditional telephone landline everyone can access no matter the moment or the device’’(MullenLowe Group) and specifically its users dial 6000913 and can ask a question,any question like those that people who have access to the internet can search on Google.Later on the question is processed in just a few seconds connecting the command or the question to the Google systems in the cloud and the answer is then given to the user through the regular phone speaker which is used in common phone calls.
‘’It gives people in Colombia the ability to call a local number to access Google Assistant and get the information they need read back to them in a matter of moments.’’ — Doug Zanger ( ADWEEK )
This campaign is created by Cainkade and MullenLowe SSP3 (Bogota) which took first place in the Innovation Category of the annual Cannes Lions awards. Cainkade is a software design and development company that focuses on enterprise, digital health, entertainment projects and education and MullenLowe SSP3 is a marketing communications network and particularly a sub-unit of MullenLowe Group and it’s focused on through-the-line advertising ,brand strategy and communications planning.
‘’ [My Line uses] an existing technology in a simple and meaningful way for those without internet in rural areas.’’ — Doug Zanger ( ADWEEK )
The project was initially meant for refugees fleeing from Venezuela to Colombia on foot.Another reason for the release of such a project were the studies that showed that 53% of the adults in Colombia own a smartphone which meant that only a small amount of the Colombians had access to basic information resources.The Ministry of Communications and Information Technology funded the project in an attempt to get more people to access information.
Naturally the creators came across many challenges such as people being skeptical and having doubts about this new service .In addition the idea of the way ‘’My Line’’ will function was not understood by people from remote and poor regions since they have no awareness about the technological developments.
People, who are unfamiliar with the information and the power that internet provides may be a little reluctant in testing these abilities of the new innovation and this is what we as a company need to interfere. To initiate them to a wonderful world filled with knowledge and useful information. Bringing them to the globalization. — the creators of ‘’My Line’’
But despite all the obstacles and difficulties the creators will face there is no doubt that this humanitarian project will improve the quality of life for many people and we hope they will also achieve their next goal to spread ‘’My Line’s’’ service beyond Colombia with the help of the Google Assistant phone calls and give people the opportunity for access to information.
Betty Tsakarestou Vasiliki Tassi Daphne Zacharia
Power Point Presentation :
