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Humanium Metal Initiative Wins Cannes Lions Innovation Grand Prix

Recycled from weapons destruction programs and made available for commercial production, Humanium aims to make the world more peaceful by putting its firearms materials to less violent use.

Humanium Metal Initiative Wins Cannes Lions Innovation Grand Prix

Whenever there’s a big illegal weapons bust and the authorities talk about destroying the firearms, what does that mean? Where do the guns go?

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The Humanium Initiative, by Stockholm-based agencies Great Works and Akestam Holst, recycles metal from weapons destruction programs and makes it available for commercial production–by brands, artists, and designers–to make their products a symbolic result of a less violent world. The project has won the Innovation Lion Grand Prix at the Cannes Lions Festival of Creativity.

Jury president Susan Lyne, president and managing partner of BBG Ventures, said, “We believed [Humanium] showed innovation at every stage, from concept to procurement to the supply chain to the business model to the partnerships.”

Out of an impressive short list, there were also two Gold Lion winners in this category. One is Google’s Tilt Brush, which allows artists to paint in 3D through a virtual reality application.

The other gold winner is “Los Santos Pride,” created by another Swedish agency, Stockholm-based Garbergs. It’s a free unofficial modification for Grand Theft Auto 5 that launched last summer, staging an indestructible pride parade within the game to celebrate Stockholm Pride.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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