According to the official 2012 Cannes Lions International Festival of Creativity website, the Hatsune Miku-Google Chrome ad campaign received one of the 44 Bronze Lion awards in the Direct Lions category. The festival, not to be confused with the Cannes International Films Festival which inspired it, celebrates creativity in advertising. The campaign was submitted by advertising agency Hakuhodo in the “Corporate Image and Information” subcategory, which was judged by how well the campaign directly marketed the concept. An all-new video and poster for the campaign can be viewed on the entry website.
The poster presentation outlined the goal of the advertisement campaign as well as the solution and outcomes, noting that a “large number of people were inspired to create on the Web.”
The video included portions of the promotional video and also demonstrated how the nodes in the video represented creations inspiring other creations, resulting in a creativity chain. The narration touted Hatsune Miku as a “virtual singer with millions of souls” being used as a “messenger” to “encourage people to directly take part in creativity on the Web.” Unlike the original version of the Chrome commercial, the version included in this video replaced Japanese text with English for many parts of the video. Footage of the concert followed and online reception of the “message” was summarized. A slide show demonstrated the various derivative works that resulted, including people singing, dancing and performing the song. The video then finally closed with “creativity sings; a new future begins.”