DDB Stockholm’s “Fun Theory” effort for Volkswagen and Wieden & Kennedy’s “Chalkbot” for Nike Livestrong earned Cyber Grand Prix, capping off a winning run on this year’s awards circuit for both agencies and campaigns. Check them out below:
Total number of Cyber Lions awarded: Two Grand Prix, 15 Gold Lions, 30 Silver Lions and 52 Bronze Lions.
Why they won: Both campaigns were prime examples of two themes that emerged from the best work seen during the judging process: invisible technology and “real-time” interaction. The greatest innovations supported “this notion that technology will reach its peak when you don’t even realize it’s there,” said Mr. Benjamin, quoting one of the jury members. “The stuff that was so innovative was the stuff that seemed magical. It had technology, but that’s not what was showing.”
What’s next: The award-wining work, said Mr. Benjamin, “points to the future of how we’ll work together in our industry — this notion of creatives coming together with technologists. It’s not about just the art director and writer anymore, it’s about technology, the interaction designer, all these people coming together. It’s probably been happening for a while, but that’s now entering larger agencies.”
Added juror Robert Rasmussen of Tribal DDB: “When you look through the work that won, you can feel the technology present in the creative process. If you go through all these winners, you’d be hard pressed to find one that didn’t have technology woven into the creative solution.”
It seems that the USA leads the way in the Cyber Shortlist (with over 60 entries shortlisted) while Germany dominates the Design Shortlist (22 entries shortlisted). Also I’ve noticed that only 27 countries contribute to the “crème de la crème” of Design & Cyber works of advertising, the top 5 being the USA, Germany, UK, Sweden and Japan.
Meanwhile, I keep my fingers crossed for our guys from Grey Bucharest who are shortlisted for Media – Best Localisation Campaign (see below) and could bring a Lion home tomorrow!
Credits
Advertising Agency: Grey Bucharest, Romania
Creative Director: Claudiu Dobrita
Art Director: Bob Toma
Copywriter: Alex Strimbeanu
Additional credits: Roxana Matasel, Eugen Alexe, Mihai Draghici, Alina Nita, Vlad Gheorghiu
Published: April 2010
PS: Paul McCartney got two gems in (“Hello, I’m Paul McCartney, or as I’m now known, ‘that guy from Rock Band’” and “Animation is not just for children. It’s also for adults who take drugs”) before presenting the Best Animated Feature Film award to Up.
PS: Paul McCartney got two gems in (“Hello, I’m Paul McCartney, or as I’m now known, ‘that guy from Rock Band’” and “Animation is not just for children. It’s also for adults who take drugs”) before presenting the Best Animated Feature Film award to Up.
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