Apple Nike+ campaign wins Cannes award
updated 10:10 am EDT, Fri June 22, 2007
Nike+ ads win at Cannes
An advertising campaign for the Nike+ system, which tracks a runner's performance in tandem with the iPod nano, has won one of three Cyber Lions Grand Prix awards at the Cannes International Advertising Festival. Campaign creator R/GA New York won not for a specific video or webpage, but for grabbing attention through its community-building, encouraging runners to compare their statistics and compete against each other. These efforts generated secondary publicity, such as videos on YouTube or local TV coverage.
The other Prix-winning efforts included the Heidies 15 MB of Fame website for Diesel, which used a mock "takeover" motif, and Dove's viral Evolution video, which took a jab at the superficiality of the fashion world. The judge chairman, Tom Eslinger of Saatchi & Saatchi NZ, described the winners as using "guerilla meets digital meets events and a reality programme online."
Fresh-Faced Recruit
Joined: Jan 2001
absolutely!
The Nike+ iPod is a fantastic system in itself and has helped take my running to a new level.
The award is well deserved and helps point out part of the package that should get more attention. The community building tools is off the chart. My friends and I love setting up challenges and goals and comparing our runs. Running is fun again.