How 360i Built Marketing’s Most Ambitious Voice Skill to Date in Just 3 Months

As Westworld: The Maze wins Cannes Audio Grand Prix, the agency explains how it navigated the production

'Westworld: The Maze' won Grand Prix in the Cannes Radio & Audio Lions. 360i and HBO
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CANNES, France—When HBO launched its ambitious and intricately crafted Alexa voice skill, Westworld: The Maze, the game immediately raised the bar of interactive audio to a completely new level.

Today, in what is admittedly one of the less surprising moments at this Cannes Lions, the project from agency 360i was honored with the Radio and Audio Grand Prix at the creative festival.

“This is completely pushing the boundaries,” said jury president Jose Miguel Sokoloff, CCO of MullenLowe Group U.K. “It’s got game play, it can only happen if you talk to it, it’s voice-activated, it talks back to you. It takes you on a journey. It’s impeccably produced. Every piece of sound, if you listen to it with headphones, you feel like you’re actually in this world. It’s well-written. The craft is incredible.”

Shortly before the win was announced, Adweek sat down with 360i CCO Menno Kluin and chief strategy officer Raig Adolfo to learn how “Westworld: The Maze” came together. And since this is the top audio winner at Cannes, of course we did it on the Adweek podcast, which you can stream below:

Here’s a look at the case study for “Westworld: The Maze”:

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: June 20, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT