CHARLOTTE, N.C. — Eric Mower + Associates won a Silver Lion on Monday at the Cannes Lions International Festival of Creativity, the world’s most prestigious annual advertising and communications awards honoring marketing excellence. This marks the agency’s second Cannes honor in three years, and the second prestigious award for “Project Learning Curve” in three months.
Roughly 40,000 entries – including work for the world’s biggest brands – are being judged at the annual festival, held in Cannes, France.
EMA was recognized in the Mobile Services category for Domtar’s “Project Learning Curve,” an effort to increase focus on handwriting and the research that shows how much it benefits students. As part of Project Learning Curve, EMA created the world’s first handwriting tracker—an app the agency conceived and worked on with software developers to connect a digital pen to paper. Just like wearable fitness trackers encourage people to exercise their hearts by tracking their miles, the Project Learning Curve app encourages students to exercise their brains through handwriting. It also allows teachers to monitor what students write on paper, gauge how much time is spent handwriting in class and at home, and set classrooms goals for students, such as writing enough characters to cross the Golden Gate Bridge.
The work also won a Merit Award in April for Product and Mobile Integration from The One Show, one of the world’s most respected competitions recognizing the best creative work in advertising, interactive, design and branded entertainment. EMA was the only Southeast agency – and one of only two in the U.S. – to be included in any of the mobile categories at The One Show.
Parents and teachers can learn more about Project Learning Curve and watch a short video at www.paperbecause.com/projectlearningcurve. Anyone with the Anoto pen can also download the free app. Here’s where to buy the pen and where to download the application.
“This is a fun way to encourage students to spend more time handwriting, to engage both students and parents, and to help teachers monitor the progress being made at home,” said EMA Creative Director Patrick Short. “We’re proud that our work helped Domtar underscore how print and pixels can complement each other in the classroom, giving students the best chance of success.”
Project Learning Curve is part of Domtar’s PAPERbecause campaign, which showcases the effectiveness and sustainability of paper. Since its launch in 2010, the campaign has been profiled in The New York Times, featured on the front page of USA Today, honored by readers of Newsweek, written about in Communication Arts and a series of videos done as part of the campaign has been viewed more than half a million times on YouTube.
In 2013, Domtar’s “Paper Hotspot” at the SXSW Interactive Festival was also named a finalist for a Cannes Lions award.