Cannes Lions
HEAT, San Francisco / ZYNGA / 2018
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Description
An old man sits in a nursing home, staring off into space. Soft classical piano music plays in the background. A cat rubs against his leg, and purrs, but he remains statuesque—we’re not sure what’s going on, but something feels off.
Until he starts to mumble something—a word at first not quite discernible. Purring? He repeats himself, still lost in a thousand-yard stare. Suddenly, he snaps to life, beaming as he whips up his smartphone and plugs in the letters on a Words With Friends 2 game. Elsewhere, “Pudding” appears on his granddaughter’s screen as she sighs exasperatedly—it turns out he’s not losing it; he’s a Words With Friends 2 wizard, and was just lost in thought. Clearly, this interaction is something that happens all the time between the two.