I agree with the sentiment expressed in this post that it's a nonsense to suggest that The Wilderness Downtown shouldn't be eligible to compete for a lion at Cannes (it ended up taking home a Cyber Grand Prix). I put out a tweet saying as much, which prompted a reply from Nick pointing me at the remarkable Pinepoint, which in turn led me to the (growing) collection of interactive documentaries, video projects and animations (alongside a bunch of other cool stuff) from the National Film Board of Canada. It is, they say, "the result of artists and storytellers of all sorts utilizing new technology, to explore new forms of creation, for a new kind of Canada". And it's rather amazing.
It was notable how far removed many of the interactive brand experiences that populated this year's Cyber Lions Shortlist were from what you might think of as traditional ads. Perhaps, as Iain suggests, it does indeed feel as if the digital transformation of our industry is almost complete. Perhaps. Either way, both of these things are manifestly reflective of a technologically creative present and future that is full of possibility. And one that should be embraced.