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."