Cannes Lions 2018: Steve Vranakis shows Google’s principles & beliefs through creativity

Two leaders from Google’s Creative Lab gave a peek behind-the-scenes at how creativity is driving what matters to Google

by exchange4media Staff
Published - Jun 22, 2018 2:06 PM Updated: Jun 22, 2018 2:06 PM

Creativity is characterised by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Steve Vranakis, Executive Creative Director, Google Creative Lab demonstrated the importance of creativity in building one of the world’s most valuable brands at a communications session titled 'What Creativity Can Do' at Cannes Lions 2018.

Vranakis discussed and displayed several of his noteworthy projects including Assembly of Youth, an installation at the UN’s General Assembly, and after visiting the camps in Lesvos in 2015, built a mobile information site (refugee.info) to support Syrian refugees. “At Google, we believe in giving super powers to others. It is the people who will do things and not the other way around. We partnered with UNICEF for the project ‘Assembly of youth’, which used phones to bring the voices of children around the world directly to their representatives at the United Nations General Assembly. In conjunction with Unicef’s U-Report platform, the ‘Assembly of youth’ asked thousands of young people to share their hopes, fears and aspirations, and presented them to some of the world’s most influential people in a display in the atrium of the UN headquarters in New York. We are constantly helping people with our technology.”

He demonstrated a video on the launch of Project Bloks, a physical coding platform for children, and a Virtual Reality project that brings dinosaurs back to life in VR at the Natural History Museums of London and Berlin. “This gave us an opportunity to give out a strong message on impact, environment, endangered species, etc.,” he explained.

The session was joined by Robert Wong, VP - Google Creative Lab, who gave a peek behind-the-scenes at how creativity is driving what matters next to Google, its partners, and the billions of users it serves. He explained how a father opened a Gmail account for his new born daughter to whom he wrote an email everyday only to be read by her when she turned 16 years old. "Technology is what you make of it," he emphasised.

He displayed a video explaining the Google Lens, an image recognition mobile app designed to bring up relevant information using visual analysis. “There’s no limit to what creativity can do. Creative people are some of the best people on this planet to help reinvent the planet. Use creativity and imagination for a better future,” he concluded.

Combining best practices, technology with creativity to solve worldly issues - the session certainly left a lasting impression on the minds of the audience, and some even teary eyed.

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