Nike Brand Fuels Second Grand Prix For R/GA, No 'Integrated' Winner Announced At Ad Fest
Days after winning the top prize in the "cyber" category for its work on client Nike’s Nike+ FuelBand campaign during the Cannes Lions awards, R/GA took the Titanium Grand Prix, for the same campaign. Both awards were interesting, because the agency played more than a branding role in the campaigns -- it actually helped design and develop the product, which enables consumers to track and measure the "fuel" (i.e., oxygen) effectiveness of their workouts while wearing the Nike product.
The Lions said no Grand Prix winner was awarded in the "integrated" campaign category, which was among the categories expected to be awarded Saturday during the final night of awards at the week-long festival.
The Film Grand Prix and the first-ever Branded Content & Entertainment Grand Prix were awarded to Creative Artists Agency, Los Angeles, for its entry "Back to the Start" campaign for Chipotle.
The Film Craft Grand Prix was awarded to BETC Paris for its entry "Bear" for Canal+, which featured a walking, talking, film-directing bear rug (no kidding) that seemingly came to life after watching Canal+’s TV programming and decided to become a French filmmaker.
The Grand Prix for "Good" was presented to Droga5, New York, for its public service campaign "Help I Want to Save a Life" for Help Remedies.