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Cannes Lions: Serious Games Blending Monopoly & Google Maps Wins Gold

Via: Webcore Games - 57th Cannes Lions International Advertising Festival, 20-26 June 2010, Cannes, France.

The International Advertising Festival - Cannes Lions - is the world's biggest celebration of creativity in communications. As the most prestigious international annual advertising awards, over 24,000 entries from all over the world are showcased and judged at the Festival.

Winning companies receive the highly coveted Lion trophy, honoring the most creative film, film craft, print, outdoor, interactive, radio, design, sales promotion & activation and integrated advertising, as well as the best media, direct marketing, PR and Titanium ideas.

The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Over 8,000 delegates from 90 countries attend seven days of exhibitions, screenings, as well as over 50 high-profile seminars, 30 workshops and master classes presented by renowned worldwide industry leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication.


From this year the jury will reward the quality of craft as demonstrated in the design or technical execution of online content. 

MONOPOLY CITY STREETS / HASBRO / won the gold award in this category.

MONOPOLY’s brand essence is all about negotiation. The advertising agency`s brief was to amplify this brand value whilst also bringing to life MONOPOLY City, through an intense, rewarding and social experience.

DDB UK created a global online campaign that takes the game into the real world with a live worldwide game of MONOPOLY, using Google Maps to turn the globe into one giant gameboard!

Armed with $3 million in virtual cash, players purchase and construct MONOPOLY buildings on any street in the world. They earn rent and can increase the earning potential of their streets by adding schools, eco-friendly parks etc. Players can sabotage their opponents with chance cards by erecting prisons/sewage plants, negating all rent on a street and even demolishing buildings altogether.

For the demonstration version of the game, they have only loaded a very small portion of the streets dataset in order to run the game with much lower hardware requirements than the actual live game.